- Hallmark's Ambition: During a recent briefing, Hallmark expressed his desire to craft an exclusive SUV, one that stands apart from competitors like the six-wheeled G-Wagon. He envisions "a proper, super expensive, super exotic SUV" that is notably lacking in the current market.
- Industry Comparisons: The only comparable vehicle might be the extravagant V12 Maybach Laundaulet. While details about the DBX's potential design are still unclear, a V12 engine is a strong possibility.
Hallmark emphasized the need to increase recognition of the DBX in the marketplace. "Nobody knows we’ve got a DBX," he pointed out. Limited awareness, particularly in the U.S., is concerning, with only about 40% of luxury buyers aware of its existence.
- Launch Challenges: The DBX encountered difficulties during its debut, needing to reposition itself shortly after launch. Aston Martin recognizes that SUVs now account for 52% of the luxury price segment, underscoring their importance.
- Strategic Plans: Hallmark hints at transformative plans for the DBX over the next three years, aiming to continuously attract clientele throughout its lifecycle.
Aston Martin intends to capitalize on the success of its revitalized two-door lineup. "We will keep the sports car, super car, hyper car story moving nicely," Hallmark stated. However, he remains confident that the SUV will thrive, calling it "a brilliant car."
In summary, Aston Martin is contemplating a luxurious version of its DBX SUV to make a significant impact in the industry. By leveraging its strong sports car legacy and addressing awareness challenges, the brand hopes to attract high-end luxury buyers with an unprecedented level of SUV extravagance.
