Luxury sports car brand Aston Martin will tie up with Chinese online entertainment company LeTV in a bid to incorporate some of the latter’s high-end technology into the British firm’s supercars.
Under a deal expected to be announced on Monday, Aston Martin Lagonda Ltd. and LeTV — which is officially known as Leshi Internet Information & Technology Corp. – will have technical collaboration focusing on in-car entertainment, the Wall Street Journal reported.
“There are some things, particularly in the technology space, where China is moving very quickly,” Aston Martin CEO Andy Palmer was quoted as saying over the weekend.
The British company has formed relationships over the past six months with various Chinese suppliers, Palmer said.
“That really helped put our arm around Chinese technology.”
Aston Martin already partners with Hanergy, a Beijing-based solar-panel maker, to provide solar power to its race cars.
Collaboration with Chinese companies is important because China is an important market for Aston Martin, Palmer said.
“If you have a vehicle coming out that needs to appeal to Chinese customers, then we need to understand what kind of tech is being used,” he was quoted as saying.
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