Photo: SB Medien
Aston Martin is following the latest trend and will launch its own crossover in the upcoming years, in a daring attempt to ramp up its production and sales. Last year, the British brand sold around 4,000 units which is not bad at all considering its usual figures. However, they are aiming now for around 14,000 units a year, a target that should be reached by 2020.
How will that happen? How are all luxury manufacturers ramping up their sales and demand? They refocus on other niches. The sportscar breed is slowly dying while luxury SUVs are on the rise currently. Following Bentley that was first with the Bentayga, others are joining in, like Maserati, Lamborghini, BMW, and Rolls-Royce.
In the case of the Aston Martin brand, their competitor in this segment will be based on the DBX Crossover, an EV introduced in Geneva this year for the first time. When it was presented people thought it was simply too good to be true but, in Frankfurt, Andy Palmer, the CEO of company confirmed that it will be going into production, probably towards the end of the century.
The question that still has to be answered is not whether or how it will be made but whereas the current Aston Martin factory is already being pushed in terms of production numbers. Speaking on this subject, Palmer said:
“That’s the big question and where we will make it is dependent on grants and logistic costs. I’m a business guy, and I’ve got to be able to fund the program properly. I hope production of all Aston Martins will stay in the U.K., that’s all I can say at the moment.”
What’s he on about? Any Aston has to be built in the UK, right? Well, not really. The logistics are a big issue at the moment and they could be looking for some help, most of it probably coming from Daimler that already owns some of their shares.
As a matter of fact, rumors had it that future models will be using AMG technology but no official confirmation ever came in this regard. This could be the opportunity for the two brands to get better acquainted.
Until we actually get to see the DBX in production clothes though, the Gaydon-based company will stay low and watch how the Bentayga sales are doing as they admit that there’s no real estimation of how well a €200,000 SUV will sell. Either way things are definitely looking good for luxury crossover buyers out there.
In the case of the Aston Martin brand, their competitor in this segment will be based on the DBX Crossover, an EV introduced in Geneva this year for the first time. When it was presented people thought it was simply too good to be true but, in Frankfurt, Andy Palmer, the CEO of company confirmed that it will be going into production, probably towards the end of the century.
The question that still has to be answered is not whether or how it will be made but whereas the current Aston Martin factory is already being pushed in terms of production numbers. Speaking on this subject, Palmer said:
“That’s the big question and where we will make it is dependent on grants and logistic costs. I’m a business guy, and I’ve got to be able to fund the program properly. I hope production of all Aston Martins will stay in the U.K., that’s all I can say at the moment.”
What’s he on about? Any Aston has to be built in the UK, right? Well, not really. The logistics are a big issue at the moment and they could be looking for some help, most of it probably coming from Daimler that already owns some of their shares.
As a matter of fact, rumors had it that future models will be using AMG technology but no official confirmation ever came in this regard. This could be the opportunity for the two brands to get better acquainted.
Until we actually get to see the DBX in production clothes though, the Gaydon-based company will stay low and watch how the Bentayga sales are doing as they admit that there’s no real estimation of how well a €200,000 SUV will sell. Either way things are definitely looking good for luxury crossover buyers out there.
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