Aston Martin DBX: Luxury Automotive Review

AuHavrePro · 2022-04-28T01:43:45Z

Explore the Aston Martin DBX's impact on the luxury SUV market and Aston Martin's financial health. AuHavrePro's insights on the DBX '707' and community discussion reveal its strategic importance.

AuHavrePro

WPS member · Automotive forum

37 replies8603 views1 photos

AuHavrePro's sighting of an Aston Martin DBX in Los Angeles sparks a pertinent discussion on the luxury SUV's market position and its critical role in Aston Martin's financial strategy. His initial observations and enthusiasm for the DBX, particularly the high-performance '707' variant, set the stage for a deeper dive into the brand's evolving identity and commercial challenges. This article explores how the DBX, despite initial purist resistance, has become a cornerstone for Aston Martin's future.

Just caught this silver DBX at an intersection in Los Angeles (Sunset and Barrington), making a left turn right in front of my stopped vehicle. I have been seeing them on the streets with increasing frequency over the past year, and sincerely hope that the sales numbers have been relatively favorable for the company in recent months. In my opinion, it is by far the best looking SUV on the market, and now there is an even more powerful '707' version of it with a whopping 707hp, 193mph top speed, and 0-62mph in 3.2 seconds........ Perhaps the ultimate family hauler??.... Cheers, Filip

Key Points from the Discussion

The Aston Martin DBX occupies a unique market segment, positioned between the more egalitarian Porsche SUVs and the ultra-luxury Bentley/Rolls-Royce offerings, making its pricing and target demographic a key point of discussion.
There's a historical debate within the Aston Martin community regarding the branding of non-sports car models; some argue that SUVs and sedans like the Rapide should have been released under the Lagonda marque to preserve Aston Martin's core identity.
The decision to use the Aston Martin name for the DBX, despite internal debate, was likely a strategic move by executives to leverage the more recognizable AM brand to boost overall company recognition and sales.
The DBX's price point makes it a significant commitment, appealing primarily to existing Aston Martin enthusiasts, particularly in markets like West Los Angeles where luxury SUVs are prevalent.
The DBX is crucial for Aston Martin's financial viability, contributing significantly to the company's EBITDA, even if it hasn't yet reached the sales volume of competitors like the Bentley Bentayga.
Aston Martin's history is marked by numerous bankruptcies, a fact openly acknowledged by former CEO Andy Palmer, highlighting the company's perpetual financial challenges and adventurous future prospects.

The Discussion

patrick_y

Apr 28, 2022

And as far as AM stockholders are concerned, most aren't happy with the sales performance of the SUV. It's a distant 4th place behind the Bentayga, Urus, and Cullinan.

AuHavrePro

Apr 28, 2022

I simply haven't checked what the sales numbers are relative to what the company itself was expecting them to be.... I'll look into it now actually. Cheers, Filip

AuHavrePro

Apr 28, 2022

I honestly marvel at how sports-car like they managed to make such a large vehicle look! It's actually my favorite of the current generation of Astons LoL ....

GWIS

Apr 28, 2022

Thanks for the pictures.

AuHavrePro

Apr 28, 2022

always a Purist lmao ....

patrick_y

Apr 28, 2022

Without the DBX, the company would be losing even more money! 2021 had a positive EBITDA but still a net loss after depreciation and interest. DBX is around 20% of the ultra luxury SUV market, but analysts were expecting it to be close to the Bentayga market size since the product is price positioned lower than Bentayga.

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