Aston Martin’s SUV Initiative


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Aston Martin has been producing some of the most luxurious sports cars in the world for the past 102 years. This is one of the oldest brands still surviving along with Rolls Royce, Ford Motor and Mercedes. Aston Martin is known for its hand stitched leather interiors, crystal start button, throaty yet gentlemanly growling engines and other intricate details which is offered exclusively to its customers.After recently receiving a $307 million injection from its investors, Aston Martin has planned to launch an SUV lineup to expand their brand as Porsche did successfully over a decade ago. The initiative will be implemented by their new CEO Andy Palmer; who was previously working for Nissan. In a recent statement, the company says it will “develop significant new luxury models that will drive the future of the company under its strategic business plan. Under the plan, the company will expand into the luxury GT crossover market with the introduction of a new vehicle based on the DBX concept”.

Andy Palmer says “The DBX concept has generated interest far beyond our expectations”. The DBX concept was unveiled at the Geneva Auto Show in March and shows the change in the brand’s design language. It is said to be a four-seater with full size rear trunk that can be used on a daily basis.

The exterior finish from the concept is machined aluminum and black pearl chromium which is very reflective. The interior is finished with nubuck leather which will give a premium feel along with the high tech equipment.

The concept uses lithium powered electric motors with drive-by-wire arrangement. Both the driver and the front passenger is said to have an information rich Heads Up Displays. To conserve energy LED lights are used for headlights and Carbon ceramic breaks with Kinetic Energy Recovery System (KERS) for braking and battery regeneration. As a futuristic car the side mirrors are replaced with rear view cameras which improve aerodynamics of the car. DBX Concept changes the conventional view of an SUV and explores different possibilities.

Sources: and

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