Aston Martin CEO Andy Palmer has suggested the British brand’s upcoming DBX will “become the most important car” in the firm’s history.
Speaking to TheDetroitBureau.com, Palmer said the SUV would “transform” the company.
“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.
“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 US and China, two critical markets and it will change the dynamics of the company,” he told the publication.
Palmer added he was confident demand for luxury SUVs would continue to grow.
“There’s a slowdown, across the world, in demand for cars. But, I think it’s fair to say ... the more [high-end SUVs] you put out there, the bigger the sales grow.
“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 [Urus] or the Rolls-Royce Cullinan, or the model Ferrari is coming with. Clearly, the market grows along with the supply of [high-end SUVs].”
The new DBX is set to be unveiled towards the end of 2019 and will be built at the Gaydon-based company’s new St Athan facility in Wales.
Original article from Car