Aston Martin thinks the DBX will become the most important model in its history.
Later this year, Aston Martin will be hopping on the performance-SUV bandwagon with the launch of the new DBX crossover. Think of it as Aston Martin's answer to the likes of the Maserati Levante, Porsche Cayenne, Bentley Bentayga, Lamborghini Urus, and Rolls-Royce Cullinan (not to mention Ferrari's forthcoming crossover).
While Aston Martin is preparing an onslaught of mid-engine machines such as the new Vanquish supercar and Valhalla hypercar, as well as the revival of its luxury Lagonda brand, the DBX will "become the most important car in our history" according to the company's CEO, Andy Palmer.
"We put our heart and soul into making that car the most beautiful SUV in the world and, more importantly, making sure it's an Aston", Palmer said during an interview with The Detroit Bureau. "It will probably become the most important car in our history, because it will become the car that transforms us as we try to address all parts of the high-luxury market. It will target the US and China, two critical markets and it will change the dynamics of the company."
While vehicle sales in the US are slowing down, Palmer is confident the luxury SUV market will continue to grow as demand is showing no signs of slowing down.
"There's a slowdown, across the world, in demand for cars," said Palmer. "But, I think it's fair to say…the more (high-end SUVs) you put out there the bigger the sales grow. Go back four years, before the Bentley (Bentayga) existed, and sales were nothing, the market was zero. You might have said there was no demand for the Lamborghini or the Rolls-Royce Cullinan, or the model Ferrari is coming with. Clearly, the market grows along with the supply of (high-luxury SUVs)."
Crucially, the DBX is launching at a time when Aston Martin is facing financial setbacks. Last month, Aston Martin reduced its sales and profits forecasts due to falling sales in Europe and the UK, causing the company's share price to fall by a whopping 26 percent. If there's one model that has the potential to turn around Aston Martin's fortunes, it's the DBX, just as the Cayenne did for Porsche.