Aston Martin is eager to increase its presence in the United States, with chief executive Andy Palmer admitting that in the past, the company was complacent about America.
Palmer believes that the British firm has somewhat of an identity crises in the US and simply isn’t known about like it is in other markets, even if the brand name is recognizable to many.
Speaking at the international launch of the brand new DB11 with Autoblog, Palmer said “We’ve got some work to do in the United States. I think we have assumed that you guys get it because you speak our language.”
The executive believes that with the launch of the DBX crossover in 2019, it will be able to cement itself as a player in the competitive luxury segment. Given America’s fascination with the SUV, the DBX will be the right car to do it with.
Expected to retain much of the same design as the concept car, the Aston Martin DBX will easily become the marque’s highest selling model. As a matter of fact, up to 7,000 units will be produced annually, almost double the number of sports cars Aston managed to sell in all of 2015.
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