Add Aston Martin to the growing list of companies using nostalgia to sell customers on the idea of an electric vehicle future. The British automaker announced this week that it’s starting a “Heritage EV” program where owners of classic Aston Martins can have their cars converted to an all-electric powertrain.
Wouldn’t this be sacrilege, you might ask? That’s an argument for another day. Aston Martin’s starting this program for a very specific reason. Cities around the world, but especially in Europe, have begun to shun internal combustion engines in favor of boosting air quality for residents. If this pattern continues, it raises the question: what good is a classic car if you can’t drive it anywhere?