The Aston Martin DBX
November is a month where the autumn solidly takes hold of our climate and decimates our daylight. It’s hard to stay positive, and if the business press is anything to go by, Aston Martin might be feeling that same vibe, too. Whilst the Aston Martin is ingrained in the minds of car lovers, fashionistas and secret agents alike, it’s also in significant financial stress.
Aston Martin has endured many an ownership change and financially tumultuous periods in its long history, but it’s current fall from grace has been swift and well publicised. We’ll avoid specific numbers here, but in the last year, Aston Martin have gone from a profit-making position, an expensive and ambitious flotation on the London Stock Exchange and suddenly having to take on a huge and expensive debt liability (well over 100 million Stirling) in 2019.
Current trading conditions, political uncertainty and environmental concerns, let alone a hyper-competitive field of other cars for buyers to choose, equate to very tough times for the British manufacturer. The perfect example of this is the new Ferrari Roma , but this is Ferrari making a direct insurrection into Aston Martin’s clients. Simply put, a miracle would be just what Aston Martin needs right now.
The DBX – good bits!
On November 20th 2019, Aston Martin showed their miracle, and a controversial SUV shaped miracle at that – the DBX, which starts at some £160k. It’s the first SUV they’ve ever attempted – indeed this could literally be the historical marker where ‘old Aston Martin’ – or before DBX (BDBX) ends and ‘new Aston Martin’ after DBX (ADBX) begins! I find certain aspects of the DBX very interesting, and others, rather curious…
Let’s start with the aesthetic. It looks ostensibly like an Aston Martin SUV. Manufacturers such as Bentley, Lamborghini and Porsche have refined the aesthetic transformation from sports car to SUV and Aston Martin have (to these eyes) achieved the same. The platform is also brand new and completely bespoke. Aston Martin benchmarked the BMW X6M, Range Rover SVR, Bentley Bentagya and Porsche Cayenne, as well as various fast estates. They are claiming the best road handling of the group (as if they wouldn’t) but amazingly, off road competence too.
The concept of an Aston Martin SUV is controversial, and naysayers are already offended by the idea. But SUVs sell. I spend a reasnoble amount of time in Central London and the streets are full of Lamborghini Urus, Range Rovers, the mighty Bentley Bentayga and even mightier Rolls Royce Cullinhan. One might not agree with this market, but it’s very lucrative. Why wouldn’t Aston Martin want a piece?
The DBX – bad bits!
Where I think the DBX is slightly lacking is the interior. The afore mentioned rivals have distinctive and very high-quality interiors that reflect their brand ethos. The Bentley has one of the best interiors in the world and is surely the DBX’s closest rival. Recent Aston interiors have been lacking in comparison, so let’s hope that the finished article is up to scratch.
My main point of contention though is the lack of any advancement in propulsion technology. For the DBX to truly be different to any other rival, it could have offered a mild hybrid engine/battery design. Its principle rivals do not offer this, except for Range Rover P400e, which amazingly might be a little under par now, and the Porsche Cayenne Turbo S-E Hybrid. If the DBX had a similar system, it would have been the absolute star choice with a USP that the Bentley could not offer. Surely a further guarantee of sales success. The DBX engine is a AMG Mercedes petrol V8 and the German engineering parents have a mild hybrid V8 system literally ready to launch and Aston Martin, a bespoke chassis to install it in. What a shame the DBX was not the first to get this technology, and for me, an absolute missed opportunity.
Conclusion
The DBX needs to be a huge success for Aston Martin. The sports car side of the business depends on it, the new factory in Wales depends on it, and the motoring arena itself would be a poorer place with out the hallowed UK brand. Aston Martin are confident that they will sell everyone they can make. We sincerely hope so and wish them the best of luck as we commence with the new generation of ADBX!