Aston Martin postpones full electrification and relies on large-displacement internal combustion engines. What does the brand's presence in Romania look like?
Aston Martin has officially joined the list of prestigious automakers radically overhauling their electrification strategies. Due to much lower-than-expected global demand for high-performance electric vehicles, the British manufacturer has decided to delay the launch of its first fully electric (BEV) models until the next decade.
The Gaydon-based brand's initial strategy was extremely ambitious: four 100% electric models were to be launched by 2030. Moreover, the strategic partnership signed in 2023 with the Americans from Lucid Motors promised to provide electric motors and state-of-the-art propulsion technology for these zero-emission models. However, market reality forced the brand's management to put the brakes on these plans, so the first fully electric series-production Aston Martin will not see the light of day before 2030.
Saving the V12 engine and the exception from European legislation
This delay is great news for purists and fans of large-displacement combustion engines. The legendary twin-turbo V12 engine will continue to exist in the Aston Martin range well beyond 2030.
The survival of this massive engine is possible thanks to a legal loophole in European environmental regulations. The legislation provides a special dispensation for niche manufacturers: manufacturers that sell fewer than 1,000 V12-powered cars per year are exempt from the most stringent bans and emission limits. Even in this niche context, the brand's engineers have made significant structural changes to the 5.2-liter engine to ensure that it complies with current pollution regulations in both Europe and the United States. This modernized engine equips the brand's new flagship, the Aston Martin Vanquish, where it develops an impressive 835 hp and 1,000 Nm of torque.
To make the transition smoother and reduce overall development costs, Aston Martin will introduce a 48-volt mild-hybrid (MHEV) system on its future combustion models. These vehicles will share an entirely new, modular technical platform designed to optimize production costs without diluting the brand's sporting character.
Aston Martin on the Romanian market: a new importer and growing sales
The super-luxury car market in Romania continues to defy general economic trends, showing strong interest in exclusive cars.
A major change for local fans of the brand occurred in early 2025. The Canadian company Holand Automotive Group (led by CEO Gad Bitton) acquired the dealership in the capital and became the official importer of Aston Martin Bucharest, based on Calea Bucure?tilor in Otopeni. This transaction brought an infusion of capital and a much more dynamic presence of the brand on the local market.
Sales figures
Wealthy Romanians appreciate British exclusivity. Official registration data from the General Directorate of Driving Licenses and Registrations (DGPCI) shows a clear evolution:
- In 2024, Romanians registered 13 new Aston Martin units.
- The change of importer in 2025 accelerated sales. In the second half of 2025 alone (July-December), 9 new units were registered in Romania, compared to only 3 units in the same period of the previous year.
Available models and prices on the local market
The range proposed to customers in Romania covers all key segments of the ultra-premium niche, with prices usually expressed in net amounts (excluding VAT) due to the massive customization options through the Q by Aston Martin division:
- Aston Martin DBX / DBX707: The performance SUV remains the brand's best-selling model in Romania. With a 707 hp V8 engine, it has a starting price of approximately €270,000 - €310,000 net, depending on configuration.
- Aston Martin Vantage: The most affordable sports model in the range, equipped with a 665 hp twin-turbo V8 engine. Prices for the Coupe version start at around €170,000 - €195,000 net, while the convertible Vantage Roadster version easily exceeds €210,000 net.
- Aston Martin DB12 / DB12 Volante: The Super Tourer that replaced the legendary DB11 is sold in Romania with prices starting at approximately €250,000 net for the Coupe and can reach over €285,000 net for the convertible Volante version.
- Aston Martin Vanquish (V12): Freshly launched and equipped with the aforementioned 835 hp V12 engine, this is the new absolute top of the range. With global production limited to under 1,000 units per year to maintain emissions exemption, its starting price in Romania exceeds the threshold of €400,000 net.
All these models purchased by customers in Romania fall under the so-called “luxury tax” (applied to cars with a purchase value of over €75,000), where owners pay an annual tax of 0.3% of the value exceeding this tax threshold. For a model like the €270,000 DBX707, the additional annual tax amounts to approximately €585 – a symbolic amount for customers in this exclusive segment.
