Aston Martin CEO Says The DBX Is The Most Important Model In Its History

Aston Martin will venture into the world of SUVs with the release of the upcoming DBX and, according to company chief executive Andy Palmer, it could be the most important vehicle it has ever made.

The Detroit Bureau recently had the opportunity to speak with Palmer about the future of Aston and what role the DBX will play in the coming years. Quizzed about whether or not the huge demand for luxury SUVs will force the automaker to make the DBX the foundation of the brand, Palmer stressed just how significant the model is in its line-up.

“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,” he responded. “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 U.S. and China, two critical markets and it will change the dynamics of the company.”

Also Read: Aston Martin To Open DBX Orders Next Month

Aston Martin’s chief executive went on to acknowledge that while there is a global slowdown in demand for cars, the market for vehicles like the DBX is expanding and will continue to do so.

“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).”

A recent teaser image of the DBX was released last week, revealing that the SUV, which will be unveiled in December, will have a familiar face. Power is expected to come from an AMG-sourced, 4.0-liter twin-turbocharged V8 with 503 HP that’s already utilized by the new Vantage and the DB11 V8.

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  • Elpatore

    This thing is going to be pretty as F$%&.

    • U8INIT

      I hope so…looks kinda frumpy to me; hopefully the reveal will change that narrative…

      • Cavin Klop

        I can’t help it… but it looks like a Nissan Juke to me

  • in terms of sales i guess that’s true,

    at least it looks pretty good, proportionally. kinda miss that lifted coupe shape of the concept though

  • wait a minute

    looks like they are going with cayanne/F-pace proportions to ensure a safe proven look.

  • wait a minute

    It must have required alot of investment to develop their own SUV platform

  • brn

    AM used to make the most beautiful cars in the world. Looks was the primary reason you bought them. Not anymore.

    This picture looks like any other current CUV. Why buy this over the flood of competition?

  • SteersUright

    This thing looks so derivative and generic, perhaps just aside from the forced Aston Grille that they seem to also have somehow made look sad.

  • john1168

    I’m sure this will be a great vehicle but I just can’t get into this design.

  • JRP

    I guess it would make sense for Aston Martin to make an SUV.

    1. It’s something they clearly want to do.

    2. They have made multiple sedans and even a microcar so I don’t understand what is wrong with an SUV.

    3. Everyone wants an SUV. SUVs killed off cars that were legends such as the Chevrolet Impala. So really they have no choice if they want to reach out to another market.

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