The start of production of a bold new model at a brand-new factory is something car firms usually like to make a big thing out of: a huge press event, lots of visiting dignitaries and much pomp and circumstance.
And when it comes to new cars, few are more important or significant than the Aston Martin DBX, the British firm’s first SUV - and upon which the future of the company may well rest.
Predictably, though, the event to mark the start of DBX production didn’t feel quite as exciting and upbeat as the firm would have liked. And not just because of, well, you know (insert brave new world/new normal/strange times clichés here).
Aston Martin’s recent financial struggles have been well documented. The launch of the DBX comes with the company having recently posted heavy losses - now exacerbated by the financial hit of Covid-19 - with a depressed share price, having recently shed numerous jobs. The firm is also between chief executives and just beginning a major restructure under the leadership of new chairman Lawrence Stroll.
Difficult times, then, but all that only serves to increase the importance of the already crucial DBX. It would be significant enough as the brand’s first SUV, but it’s more than that: it’s the car the future of the company depends on. Aston might be a sports car firm at heart, but the DBX is set to account for half of its sales next year. Maybe more. Put simply, Aston can’t afford the DBX to fail.
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We are entering an age of
We are entering an age of economic and political uncertainty.
We are actually in the middle of a war.
Not a military conflict, but a political, economic and cultural war.
Those with great wealth would be well advised to avoid showing off, drive something less likely to enrage the poor, downtrodden unemployed and marginally-employed masses.
Big change is coming in Western democratic countries, and it's not going to be for the better.
Negative.
Hands up who thinks that millionaires are going to blanche a the price for one?, I think AM will know there customer base, someone will buy one on a whim in the Emirates, they some have responded here, you'd thing AM we're selling them on a good PCP deal!
Two words insert.
Unlike and think, thank you.
PC is on drugs again.
PC is on drugs again.
Don't care about anything,
Don't care about anything, but the DBX is one damn attractive and appealing SUV, way better than the dumpy Bentayga, and more elegant than the Cullinan. It's excellent and deserves to succeed.