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Aston Martin CEO Has High Hopes For the DBX Crossover

Even though we’re daydreaming about the V8 Vantage Roadster and wishful thinking about the Valkyrie and Valhalla, the higher-ups at Aston Martin know better. In this regard, the DBX crossover “will probably become the most important car in our history” according to Andy Palmer.
2020 Aston Martin DBX 15 photos
Photo: Aston Martin
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Speaking to The Detroit Bureau, the head honcho of Aston Martin agreed that the 2019 sales forecast has triggered a slump in the stock price. “It’s perhaps been some of the most difficult weeks of my career,” but on the upside, “the only way you can work against that is to demonstrate they’re wrong.”

The first-ever sport utility vehicle from Aston Martin is right around the corner, and according to Andy Palmer, “it will probably become the most important car in our history.” The DBX is further suspected to sell a lot in markets such as the United States and China, markets capable of changing the dynamics of the company. Of course, those include Aston Martin’s finances.

When asked if the global market will continue to grow, the chief exec replied that the slowdown in demand shouldn’t pose a problem to high-end SUVs such as the DBX and upcoming models like the Ferrari Purosangue. “Go back four years, before the Bentley Bentayga existed, and sales were nothing, the market was zero,” said the man in charge of the British automaker.

Year-on-year, Aston Martin has a 26 increase in sales. Add to those a high-volume nameplate such as the DBX, and it’s clear as day what Andy Palmer is talking about. The best example in this sense is what the Urus did for Lamborghini despite the Volkswagen Group platform and Porsche engine.

Going forward, Mr. Palmer also hopes for the best in terms of electrification. “Range remains an issue,” said the CEO of Aston Martin, but 800-volt systems such as the one Porsche utilizes in the Taycan should be a first step in solving this issue. Advancements in battery technology are also important, cutting down on range anxiety.
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About the author: Mircea Panait
Mircea Panait profile photo

After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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