New CEO Andy Parker says the Aston Martin DBX concept has been given the green light for production. In a written statement, he says, “The DBX concept has generated interest far beyond our expectations.” The company had just received $300,000,000 in new funding, which “will allow us to realize the DBX and other new luxury vehicles that will form the strongest and most diverse portfolio in our history.” The production version of the DBX is several years away. Industry observers say to look for it in 2019.
Aston Martin says the DBX will allow it to enter the “luxury GT crossover market.” Some of you may have been unaware until this moment that there even is a luxury GT crossover market. Apparently, most of the interest in the car came from China, where there seem to be lots of noveaux riches who can’t wait to get their hands on one.
The DBX concept shown in Geneva a few months ago was an all-electric vehicle with motors in all four wheels. The Tesla Model S P85D may be proof that an electric car can have outstanding performance, but it is unlikely that a real Aston Martin will ever be offered for sale without a gasoline engine being part of the powertrain. Purists just wouldn’t stand for it. Would they?
Purists decried the Porsche Cayenne when it first came out. They said Porsche had no business selling “trucks.” Today, the Cayenne is the best selling Porsche in the company’s lineup and has generated record profits for the company. Some of that money has gone into creating the mighty 918 Spyder. That’s a good thing, isn’t it?
In the end, the car business is all about making money. If Aston Martin has to build “luxury GT crossovers” to keep the cash flowing in the door, it will do so. Whether or not it pleases the purists, Aston Martin will do what all successful companies have always done – build what sells.