Aston Martin is making a huge statement of future intent with its new DBX concept, which it unveiled at the Geneva Motor Show on Tuesday.
The first car ever to come out of the company’s facilities to boast all-wheel drive and electric power, Aston Martin claims that the car is intended to redefine the concept of the luxury GT car.
This is a huge change of direction from the company who until today favored 6-liter, 12 cylinder engines for powering its sportscars, supercars and luxury GTs. But, as well as a nod to more sustainable personal mobility, the new concept also recognizes the importance of the styling and practicality that a crossover provides.
With the notable exceptions of Ferrari and McLaren, all of Aston Martin’s other serious competitors — from BMW to Bentley and from Porsche to Lamborghini — have or are developing larger SUV-inspired cars.
The DBX offers the same elevated driving position, large wheels, ground clearance and bulging wheel arches and increased luggage space, but is still unmistakably an Aston Martin coupe.
Since gaining its independence from Ford, Aston Martin has struggled to compete with its closest rivals on any level other than attention to detail, exterior design and craftsmanship.
Its once glorious engines are now showing their age against the latest turbocharged V8s being used by McLaren, Ferrari and Mercedes-Benz, and some of the company’s in-car technologies pre-date the iPhone.
However, thanks to a partnership with Mercedes-Benz, the company will now have access to cutting-edge V8 engines and a host of other toys.
The unveiling of the DBX shows that the deal is already helping the company to start thinking outside the box again.