Advertisement

DBX is our Qashqai, says Aston Martin CEO

Andy Palmer explains how 2019's DBX is aimed at a new type of customer, just like the Qashqai from his Nissan days

Aston DBX

Following the announcement last month of a £200m injection of funds and confirmation that the DBX concept will make production, Aston Martin CEO Andy Palmer, has shed more light on the thinking behind Aston’s most radical model ever.

Shown in three-door concept form at the Geneva show in March (the production model will have five-doors), the all-electric DBX is aimed at “white space” according to Palmer and “not dissimilar to the Qashqai in that respect.”

Advertisement - Article continues below

He added: “We think there is a different space to the traditional SUV. Why? Because we make beautiful cars and it’s hard to make a beautiful SUV. It’s hard to make a box beautiful.”

Palmer reinforced that the DBX is part of a three-part strategy he calls the ‘Second Century Plan’. Phase one is ‘Stabilisation’ – by replacing the sports car line up including a new DB9, Vantage and Vanquish – phase two is ‘Core Strengthening’ and phase three is ‘Portfolio Expansion’, which is where the DBX comes in.

“Us, Bentley, Rolls-Royce; we are all in a race to bring SUVs, crossovers, high-sided saloons, whatever you want to call them, to market. We are in a race for that kind of customer,” Palmer explained. A source revealed that we won’t see the DBX until 2019, however, by which time battery technology will have matured allowing a range of over 300 miles and performance befitting of an Aston.

Ultimately, diversifying the product range is all about securing the long-term financial future of the company. “Ferrari uses merchandise, but our way out is the DBX,” said Palmer. “You can’t create enough working capital with just 7,000 cars a year whichever way you look at it. You’ve got to extend the portfolio somewhere, and I’d rather do this than sell caps and t-shirts.”

There are big plans for the rebirth of the Lagonda brand, too, which starts with the Taraf, but will continue with a family of four-door saloons to take on Rolls-Royce and Bentley, but with a sportier twist.

“We didn’t bring back the Lagonda brand to let it die for another forty years,” said Palmer. “It will never be huge volumes, but I can certainly imagine something in that chauffeur-driven space.”

Now read about Aston's plans for an all-electric Rapide.

Advertisement
Advertisement

Recommended

Aston Martin posts £230 million loss for first half of 2020
Aston Martin

Aston Martin posts £230 million loss for first half of 2020

Aston Martin's losses have increased by 67 per cent over the same period in 2019
29 Jul 2020
Aston Martin makes odd job of first DB5 Goldfinger edition
Aston Martin

Aston Martin makes odd job of first DB5 Goldfinger edition

Aston Martin has built the first of its £2.5m replica Bond cars with oil-slick dispensers, machine guns and tyre slashers from the 1964 film, Goldfing…
6 Jul 2020
Limited edition Aston Martin AMB 001 bike enters prototype phase
Aston Martin

Limited edition Aston Martin AMB 001 bike enters prototype phase

Aston Martin and Brough Superior have released a new video, which shows their first superbike undergoing track testing
25 Jun 2020
‘Andy Palmer’s legacy at Aston Martin is its best-ever line-up’
Aston Martin

‘Andy Palmer’s legacy at Aston Martin is its best-ever line-up’

Editor-in-chief Steve Fowler praises Andy Palmer’s work at Aston Martin
3 Jun 2020

Most Popular

New Ferrari Roma 2020 review
Ferrari Roma

New Ferrari Roma 2020 review

The new Ferrari Roma GT is the iconic Italian brand’s latest offering – and it’s a big improvement
4 Aug 2020
New 2022 Gordon Murray Automotive T.50 rewrites the supercar rule book
News

New 2022 Gordon Murray Automotive T.50 rewrites the supercar rule book

The new three-seat Gordon Murray T.50 is a spiritual successor to the McLaren F1, with two-thirds of the 100-car run already sold ahead of its 2022 ar…
4 Aug 2020
MPs to consider graduated driving licences
News

MPs to consider graduated driving licences

Transport Committee to hold evidence session looking at how graduated licencing could mitigate the risk novice drivers face on the road
3 Aug 2020