Luxury automakers are being forced to contend with new government regulations and more demanding customers who want to drive cars that feel like they’re from the future. Aston Martin surprised the world when it unveiled the all-electric DBX Concept, and surprised even mroe people when it announced it had secured the funding to build it. According to Aston Martin’s CEO Andy Palmer, the DBX is aimed at a “white space” in the brand’s product portfolio, targeting a new breed of customers, reports AutoExpress.
While Palmer talks mostly about SUVs, and the difficultly of making a “box” look beautiful, to me Aston’s daring move to build an EV crossover (and I hope it stays electric!) means it is reaching beyond its comfort zone. Best known for long-hooded, V12-powered supercars with beautiful British design cues, Aston Martin has been slow to join other luxury automakers in pursuing electrification. With the DBX though, Aston is diversifying its product portfolio and ensuring it isn’t left out of the EV revolution.
While there’s a good chance the DBX will end up powered by something other than a pure-electric drivetrain, Aston isn’t rushing it out the door, with production planned for some time in 2019. By then, battery technology should be able to provide well beyond the 300-miles of range Aston is aiming for, and the British automaker should be right on par with what its competitors are offering.
I’ve always had a soft spot for Astons ever since I saw Bond’s DB5 in Goldfinger, and by embracing electric cars now, Aston is ensuring that it will be 007’s choice of vehicle for many movies to come.