How important is the DBX to Aston Martin's Future?
DBX takes Aston to a world beyond the traditional with some offroad flair.
Spreading those Aston wings
Aston Martin is set for an exciting 2020 with a new weapon in their arsenal to pull in new customers. This year sees the distinguished British sportscar and luxury vehicle brand finally add a high-riding model to its portfolio. The new DBX is seen as a revolutionary act in the history of Aston Martin, but it is also very necessary. Aston Martin cannot afford to allow luxury vehicle rivals to achieve success in a segment where it can compete with distinction. With luxury SUVs being a big business opportunity for any automotive company, AM simply had to enter the fray.
Combining old and new values
There were many challenges for Aston Martin, relating to its DBX project. The brand has always been stepped in two-door configuration vehicles, with a low center of gravity. Aston Martin's dynamic values were luxury high-speed touring or very loud, spirited, track cars, which could be driven home afterward. With DBX, it has kept some of those values – but also exposed the Aston Martin technical challenges to an entirely new environment.
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Translating Aston's history to a new realm
Viewed front-on, the classic Aston Martin shark-nose proportions, and gaping grille are immediately recognizable with DBX. It takes a very skillful team of designers to translate the brand’s regarded design language into a completely new set of proportions – and at much-elevated ride height. But DBX was a vital challenge, and one that Aston Martin must undergo, to ensure its future. Because the luxury car market has transitioned to a world where roads are not only tarred.
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Classic fastback shape
DBX has absolutely gorgeous side profile proportions. And this closely matches the presence of some unique Aston Martins of the past, such as the DB5 Shooting Brake. The large glasshouse and cabin area, not to mention the DBX’s capacious rear-third, deliver an Aston Martin which is truly a family sportscar. Capable of taking in all manner of terrain, with all the gear to go along, DBX is important to Aston Martin owners, who have growing families.
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Every bit an Aston
Anybody who doubts the DBX’s true Aston Martin bloodline, should just take in this rearview. Look at that curved rear LED taillight structure, following the shape of the fifth-door. It is a typically striking Aston Martin design detail. The company realized that profits were waiting to be harvested in the luxury SUV market, but it did not wish to build a car that would clash with the brand’s traditional values. Fortunately, this is most certainly not the case, with DBX.
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A commanding view of the road
Sportscars are low and as owners and followers of Aston Martin have become older, they can’t always get in and out of those vehicles with ease. Providing a comfortable access height, with all the traditional Aston Martin design values and driving dynamics, is part of the DBX’s appeal. You might not appreciate how challenging access to a low-roofline sportscar is when you are young, but at an age where you can afford and appreciate one, it could be an issue. And this is where the fanatically inviting DBX cabin is an ace in the hole.
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A gravel travel GT car
Aston Martin has always prided itself on producing high-performance touring cars. The caliber of the vehicle which can cross a few states in a day, in absolute comfort and confidence. DBX is the natural continuation of that vision, with an ability to roll on gravel terrain and carry four occupants, in absolute luxury.
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Wheeling Aston into the future
Aston Martin wheels never rolled onto gravel. They were always committed to tar. But for many new-generation Aston customers, there is a sense of adventure where the tar ends and gravel starts, And to enable a seamless transition, and ability to explore that, the DBX had to come into existence.
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