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Aston Martin Aiming at Female Buyers With New Crossover

Broadening Appeal with a 5-door CUV

Karla Sanchez
May 6, 2015

Aston Martin has been vocal about significantly revamping its lineup after former Nissan boss Andy Palmer stepped in as CEO. Future Aston cars we're already looking forward to include a successor to the DB9 and a new crossover that the British automaker hopes will grab the attention of more female buyers.

Aston Martin DBX concept rear three quarter studio Photo 2/3   |   Aston Martin DBX Concept

Although the brand is currently known for its low-slung sports cars, it plans on broadening its appeal with the new five-door crossover. This vehicle will appeal to young and wealthy American women like Charlotte, a fictional customer that Aston modeled after its target audience for the upcoming crossover. "She's an attractive lady, cool, in her 30s," Palmer told BBC News.

With this in mind, the crossover should stay true to the Aston Martin DNA, but offer a different feel when it comes to ergonomics and interior design. It will have that high and elevated position customers want from their luxe CUV, along with room for children and the latest in advanced safety features. This crossover will not only lure more women into Aston Martin showrooms, but also appeal to the Asian market that hasn’t really taken to the brand before. The DBX coupe crossover was just greenlit for production, and in concept form, it boasted an electric drivetrain featuring a lithium-sulfur battery pack and inboard electric motors at each wheel. It's unclear at this point if the production version will follow in the concept's all-electric footsteps. While the new crossover was reported to be based on the Mercedes-Benz GL architecture, no agreement has been reached just yet.

Aston Martin DBX Concept front three quarter 02 Photo 3/3   |   Aston Martin DBX Concept

Aston Martin sold just 4,000 cars last year, which is down from 7,300 less than a decade ago. However, with the DBX crossover and new Lagonda sedan now in the picture, the automaker is hoping to turn these numbers around. Its factory in Gaydon has the capacity to build 10,000 vehicles on two shifts and 15,000 on three. Even more promising is that the DBX crossover could be produced in the U.S.

As we previously reported, Aston’s future portfolio could also include an all-electric Rapide sedan to compete with the Tesla Model S. Meanwhile, the DB9 successor could be a new grand tourer named either DB10 or DB11, which we've caught in prototype form several times now. A replacement for the Vantage sports car is also a possibility.

Source: BBC News, Automotive News (subscription required).

By Karla Sanchez
29 Articles

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