Aston Martin hopes to court an entirely new type of buyer with the upcoming DBX crossover.
Chief executive Andy Palmer suggests the crossover’s target buyer already has a name: Charlotte, a wealthy, attractive Californian in her 30s. The theoretical woman “wants the shell of safety … and room for the children,” the executive told Automotive News.
The buyer profile is quite different than the current typical Aston Martin owners, a group overwhelmingly dominated by middle-aged males. Palmer suggests only 3,500 Aston Martin vehicles have been purchased by women in the brand’s entire history, representing just five percent of overall sales.
Aside from young women, the company is also said to be targeting Chinese buyers who prefer a larger, taller vehicle with a focus on the back-seat experience. An all-electric version of the Rapide will also be geared for China.
A crossover will likely be the focal model in Aston Martin’s “Second Century” strategic vision, which aims to replace every model in the current lineup and introduce three entirely new models — all by the end of the decade. The company is said to be aiming for annual CUV sales around 8,000 units, out of 15,000 units across all nameplates.
The DBX will require a significant cash injection, and backers have already committed £200 million (~$305 million USD) to help see the model through to production. The concept was presented with several unique features, including four in-wheel electric motors driving an all-wheel-drive system, though it is unclear if the production edition will be built upon a more traditional platform.
Image by Ronan Glon.
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