Aston Martin is pledging to electrify its fleet entirely in the near future with hybrid and electric variants up and down the upscale line.

CEO Andy Palmer says all its vehicle offering will be hybridized by somewhere near 2025. By 2030, Palmer expects sales to be 25 percent battery electric vehicles and the remainder hybrid vehicle, he told The Financial Times.

It will all be done in-house.

“You need to keep core technology inside the company,” Palmer said.

“That’s why we make our own V12 engine. We believe that EVs are a core technology, and therefore we want to do them ourselves,” he said.

Palmer didn’t clarify whether hybrids will include plug-in hybrid electric vehicles, but that’s likely to be the case. The company has been talking about offering both all-electric and plug-in hybrid vehicles in recent years.

In 2013, the luxury automaker revealed a plug-in hybrid variation of its DB9. That was built with Bosch Engineering and only went to a very limited clientele.

On the battery electric side, the RapidE, first announced in 2015, is due to arrive in 2019. It’s expected to get 200 miles per charge with up to 800 horsepower capability. There will only be 155 of them produced at first. It will be a wait-and-see approach, as the company found the gasoline-engine Rapide to be a sales failure.

The British luxury performance carmaker is intrigued by the idea of combing its strengths and market identity with zero emissions.

“RapidE represents a sustainable future in which Aston Martin’s values of seductive style and supreme performance don’t merely coexist alongside a new zero-emission powertrain, but are enhanced by it,” Palmer said in June.

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Keeping design and production in-house will cost more for Aston Martin than some of its key competitors, such as Porsche, which gain high-volume discounts arranged by their parent companies.

Aston Martin does partner with Williams Advanced Engineering for some of its components. A deal made with China’s troubled LeEco has fallen apart, according to published reports, which had something to do with the RapidE launched delayed another year.

For now, Aston Martin has pledged to electrify its fleet its own way.

Automotive News