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.