Sunday, February 9, 2020


According to Aston Martin, last Friday, the new DBX SUV is racing off the shelves.

The company says it has a name against every single production car as of this weekend. There has been intense customer interest since the first production model appeared and the orders are rolling in.

This is great news for the Gaydon-based company and its investors. As I pointed out last week Aston Martin shares have been doing a deep dive since the public listing, and despite new models, new platforms, new engines and the usual luxury finishes, it almost seems like the potential DBX buyers have just been waiting in the wings for the DBX to debut.

I would hate to see this legendary British badge disappear. After my good friend Dr. Ulrich Bez rescured it from obscurity (the first time) in the early 2000s, it seemed the company could do no wrong, with its new DB, Vantage, Volante and Valkyrie models, plus a healthy dose of image building from Aston Martin Racing. Then, the company balance sheet 'wobbled' again due to the massive investments needed for Aston Martin to keep up with its competition.

In my opinion, Creative Director Marek Reichman has done a fantastic job re-imaginging the design and style of the new sports cars, but it's a segment with intense competitive pressure, so the DBX sales boost couldn't have come at a better time.

It's funny, but after spending close to 20 years of my automotive industry career helping to 'save' Jaguar time and again, it looks like dej√° vue all over again for Aston Martin.

John Crawford

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