Despite the high price tags, Aston Martin has been struggling. While other automakers have recognized the importance of producing an SUV or crossover to help the bottom line, Aston Martin is incredibly late to the party. The DBX will be the British marque’s first-ever utility vehicle, and there’s a lot of pressure on it to be a success. Aston Martin’s previous CEO, Andy Palmer, believes the DBX could sell 5,000 units annually, which would be enough to almost double existing yearly sales numbers and put Aston on the road to success. With the recent success of the Porsche Cayenne, Lamborghini Urus, and even Bentley Bentayga, the signs are promising that the DBX will be good for the brand. If it isn’t, it will be wasted R&D that could ultimately see the British marque crumble.


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