Those who know me well know that I love Aston Martins, and though some have considered the marque a bit stale, AM is trying to get up to technological speed with the announcement of the DBX Concept.
The all-electric, all-wheel drive DBX debuted earlier this year at the Geneva Auto Show, and looks to define Aston Martin’s future-spin on the words, Grand Turismo.
How come the DBX? Woefully, almost charmingly, behind in technology (single plate clutch for example), Aston Martin has always been able to sell cars on looks.
And before we start grumbling (subjectively) about looks…“this is, clearly, not a production-ready sports GT car, but it is a piece of fresh, bold thinking about what Aston Martin GT customers around the world could request of us in the future”….
Aston Martin CEO Dr Andy Palmer said: “The DBX Concept is a challenge to the existing status quo in the high luxury GT segment. It envisages a world, perhaps a world not too far away, when luxury GT travel is not only stylish and luxurious but also more practical, more family-friendly and more environmentally responsible…”…in the DBX Concept, I believe we have created a new type of luxury car that can not only broaden the appeal of Aston Martin to a whole new generation of customers, but sit with pride alongside the rest of our range.”
Nobody wants to get behind on points but Aston is playing catch-up in a market that won’t allow a single misstep, and the average Aston Martin client has an awful lot of cars to choose from such as the BMW i8 and the new Tesla S.
Whatever, or rather, what becomes of the DBX is anybodies guess, but one way or another, the concept DBX clearly shows Aston understands the direction the electric-winds are blowing.