RE: Aston Martin previews new DBX flagship
Discussion
Mezzanine said:
I cannot imagine they are selling anything like the amount they would have hoped. It certainly doesn’t seem to the saviour of the business that it was predicted to be. I have yet to see a privately owned one in the wild.
Lamborghini cannot make enough Urus (Urei?!) by all accounts. Apart from the the G-Wagon, that seems to be the one to have among ‘those types’.
Lambo brand is huge amongst the young/new wealthy and the Urus is the first practical (ish) vehicle that the brand has released in years, hence its success.Lamborghini cannot make enough Urus (Urei?!) by all accounts. Apart from the the G-Wagon, that seems to be the one to have among ‘those types’.
Aston as a brand is miles behind and has very little clout amongst the above demographics. Also doesn't help when your near 200k SUV looks like a Ford. Why weren't they more bold with the styling?
WantSagaris said:
Lambo brand is huge amongst the young/new wealthy and the Urus is the first practical (ish) vehicle that the brand has released in years, hence its success.
Aston as a brand is miles behind and has very little clout amongst the above demographics. Also doesn't help when your near 200k SUV looks like a Ford. Why weren't they more bold with the styling?
Brand marketing is key. And I suppose it puts aston in a difficult situation. More sales at the risk of selling out the brand image.The "urus demographic" does not really care about james bond or the db9s. But Aston needs the rappers,the influencers and the footballers to make astons cool again. And to make profit. Aston as a brand is miles behind and has very little clout amongst the above demographics. Also doesn't help when your near 200k SUV looks like a Ford. Why weren't they more bold with the styling?
WantSagaris said:
Aston as a brand is miles behind and has very little clout amongst the above demographics. Also doesn't help when your near 200k SUV looks like a Ford. Why weren't they more bold with the styling?
Rock and a hard place really. I’d say traditional Aston Martin clientele are very conservative styling wise so if they went too bold it would completely alienate their existing customer base.
Going bolder might attract a younger audience but then it might not register on their radars, in which case they would have even less sales having alienated the older clients too.
I’d like to say I sympathise but my impression of the brand, and some of the choices they don’t make, is that they create their own misfortunes.
I have experienced some of the ‘owners club’ level Aston enthusiasts and you sense anything DB7 onwards is a bit ‘new money’ or tasteless
Original Article said:
One day not far in the future, we'll probably look back on this era of supersized, super-powerful, combustion-engined SUVs with a sense of awe.
One day not far in the future, we'll probably look back on this era of supersized, super-powerful, combustion-engined SUVs with a sense of shame and embarrassment.Fixed it for you.
Bencolem said:
Original Article said:
One day not far in the future, we'll probably look back on this era of supersized, super-powerful, combustion-engined SUVs with a sense of awe.
One day not far in the future, we'll probably look back on this era of supersized, super-powerful, combustion-engined SUVs with a sense of shame and embarrassment.Fixed it for you.
BigChiefmuffinAgain said:
napoleondynamite said:
Be very interested to know how these are selling, and I mean properly selling not just dealer demos. To date I've only seen one on the road, albeit I don't exactly live amongst the target demographic! But I've certainly seen more Urus, Bentayga etc. Appreciate the latter has been out a lot longer though.
Are others seeing many about, relative to their competition?
Yes - you sort of get the impression that it hasn't quite been the sales success Aston were hoping. Very rarely see one on the road - seem to be quite a few on offer at £140k. Suspect it's not really the cars fault - buyers at this end of the market want "the best", be it fastest, most expensive, luxurious, best off roader etc and the Aston always struck me as a bit of a jack of all trades and slightly lacking in tech and interior. As with many Astons, it slightly trades off it's name and history...Are others seeing many about, relative to their competition?
Mezzanine said:
Rock and a hard place really.
I’d say traditional Aston Martin clientele are very conservative styling wise so if they went too bold it would completely alienate their existing customer base.
Going bolder might attract a younger audience but then it might not register on their radars, in which case they would have even less sales having alienated the older clients too.
I’d like to say I sympathise but my impression of the brand, and some of the choices they don’t make, is that they create their own misfortunes.
I have experienced some of the ‘owners club’ level Aston enthusiasts and you sense anything DB7 onwards is a bit ‘new money’ or tasteless
The original clientele is not going to keep the brand afloat for much longer. And the market is not just limited to knights bridge or cheshire.The dbx has to be a global hit. Blingy styling and branding sells. I’d say traditional Aston Martin clientele are very conservative styling wise so if they went too bold it would completely alienate their existing customer base.
Going bolder might attract a younger audience but then it might not register on their radars, in which case they would have even less sales having alienated the older clients too.
I’d like to say I sympathise but my impression of the brand, and some of the choices they don’t make, is that they create their own misfortunes.
I have experienced some of the ‘owners club’ level Aston enthusiasts and you sense anything DB7 onwards is a bit ‘new money’ or tasteless
The problems with the DBX are:
It was designed and built on a (relative) shoestring.
It looks crap. (like an oversized Ford Kuga with a handle on the tailgate).
Mechanically and info-electronically - It's a Merc inside and underneath.
The interior (like all current Astons) is a mess.
It has no obvious target audience.
The rest of the Aston range is equally flawed - I see no future for them as an independent brand.
It was designed and built on a (relative) shoestring.
It looks crap. (like an oversized Ford Kuga with a handle on the tailgate).
Mechanically and info-electronically - It's a Merc inside and underneath.
The interior (like all current Astons) is a mess.
It has no obvious target audience.
The rest of the Aston range is equally flawed - I see no future for them as an independent brand.
Manic Street Sleeper said:
The problems with the DBX are:
It was designed and built on a (relative) shoestring.
It looks crap. (like an oversized Ford Kuga with a handle on the tailgate).
Mechanically and info-electronically - It's a Merc inside and underneath.
The interior (like all current Astons) is a mess.
It has no obvious target audience.
The rest of the Aston range is equally flawed - I see no future for them as an independent brand.
I totally agree, especially their interiors. Why does Aston seem to get the interiors wrong so many times. Are the designers forced by management to stick to the script with every new model? I’ve often thought about jumping ship from Porsche in order to try a V12V but I couldn’t live with the styling inside. It’s a complaint I’ve heard and read about many times so it can’t be just me and a few others. The overall styling of the newer models also suggests they’ve lost their way. It was designed and built on a (relative) shoestring.
It looks crap. (like an oversized Ford Kuga with a handle on the tailgate).
Mechanically and info-electronically - It's a Merc inside and underneath.
The interior (like all current Astons) is a mess.
It has no obvious target audience.
The rest of the Aston range is equally flawed - I see no future for them as an independent brand.
Mezzanine said:
WantSagaris said:
Aston as a brand is miles behind and has very little clout amongst the above demographics. Also doesn't help when your near 200k SUV looks like a Ford. Why weren't they more bold with the styling?
Rock and a hard place really. I’d say traditional Aston Martin clientele are very conservative styling wise so if they went too bold it would completely alienate their existing customer base.
Going bolder might attract a younger audience but then it might not register on their radars, in which case they would have even less sales having alienated the older clients too.
I’d like to say I sympathise but my impression of the brand, and some of the choices they don’t make, is that they create their own misfortunes.
I have experienced some of the ‘owners club’ level Aston enthusiasts and you sense anything DB7 onwards is a bit ‘new money’ or tasteless
Still it is miles better than almost anything else, and it certainly has a unique shape, unlike virtually everything else (cullinan monstrosity aside), don’t get me started on the URUS which just looks like lambo made a puffer fish.
Unfortunately though Aston were so late to the party it looks like they’ve missed the sales boat and unless this new version has over 700 bhp it’s also going to fall on deaf ears…
As a DBX owner (3 months) this news is fairly irritating.
Zero mention of an impending new model/update during my purchase experience. Crazy considering Aston were very transparent about the upcoming V12 Vantage even way back in Sept.
This seems like such a PR disaster for Aston with existing DBX owners when the oldest DBX’s must be 13-14 months old at most?
I genuinely hope they offer a AMR DB11 style retrofit upgrade for “old” DBX owners.
Zero mention of an impending new model/update during my purchase experience. Crazy considering Aston were very transparent about the upcoming V12 Vantage even way back in Sept.
This seems like such a PR disaster for Aston with existing DBX owners when the oldest DBX’s must be 13-14 months old at most?
I genuinely hope they offer a AMR DB11 style retrofit upgrade for “old” DBX owners.
bluemason said:
Brand marketing is key. And I suppose it puts aston in a difficult situation. More sales at the risk of selling out the brand image.The "urus demographic" does not really care about james bond or the db9s. But Aston needs the rappers,the influencers and the footballers to make astons cool again. And to make profit.
They have tried that.
As you can imagine, pipes were dropped onto the toes of slippers over in the AM area of PH and old men complained the music was too loud and they couldn't understand the words.
https://www.pistonheads.com/gassing/topic.asp?h=0&...
Mezzanine said:
As a rare breed, maybe they didn’t want to scare off a sale?
As someone who actually has one and has first hand experience, would be interesting to hear what you think of it.
I’m thinking that.As someone who actually has one and has first hand experience, would be interesting to hear what you think of it.
To give you some context I replaced my 2018 C63 estate with the DBX (shock horror!) but it also sits along side my 2016 NSX. (Redemption perhaps?)
The DBX is an incredible car as a package. Luxury, driving dynamics(relatively speaking) and practicality.
The AMG 4.0 is a great engine and works well in the DBX. I’ve never really cared for the best infotainment or tech options, my priority has always been the driving experience. Which the DBX nails. It feels like a big hot hatch, when everything is set to maximum attack. Yet serenely comfortable when in GT mode.
In a sea of rebodied VAG platforms the DBX stands out.
I took it to Oulton park last year too. Didn’t embarrass itself, even managed to overtake a Yaris GR a couple of times.
Edited by nathwraith1 on Tuesday 18th January 23:46
nathwraith1 said:
I’m thinking that.
To give you some context I replaced my 2018 C63 estate with the DBX (shock horror!) but it also sits along side my 2016 NSX. (Redemption perhaps?)
The DBX is an incredible car as a package. Luxury, driving dynamics(relatively speaking) and practicality.
The AMG 4.0 is a great engine and works well in the DBX. I’ve never really cared for the best infotainment or tech options, my priority has always been the driving experience. Which the DBX nails. It feels like a big hot hatch, when everything is set to maximum attack. Yet serenely comfortable when in GT mode.
In a sea of rebodied VAG platforms the DBX stands out.
I took it to Oulton park last year too. Didn’t embarrass itself, even managed to overtake a Yaris GR a couple of times.
A DBX and an Gen 2 NSX - clearly a man not afraid to walk your own path To give you some context I replaced my 2018 C63 estate with the DBX (shock horror!) but it also sits along side my 2016 NSX. (Redemption perhaps?)
The DBX is an incredible car as a package. Luxury, driving dynamics(relatively speaking) and practicality.
The AMG 4.0 is a great engine and works well in the DBX. I’ve never really cared for the best infotainment or tech options, my priority has always been the driving experience. Which the DBX nails. It feels like a big hot hatch, when everything is set to maximum attack. Yet serenely comfortable when in GT mode.
In a sea of rebodied VAG platforms the DBX stands out.
I took it to Oulton park last year too. Didn’t embarrass itself, even managed to overtake a Yaris GR a couple of times.
Edited by nathwraith1 on Tuesday 18th January 23:46
Great to hear your positive review and well done for tracking it!
TyrannosauRoss Lex said:
Dr Interceptor said:
TyrannosauRoss Lex said:
"they've never made an awful lot of sense..."
Why? Why is a powerful luxury SUV any less sensical to a large powerful saloon or estate car, which seemingly does make sense on PH?
I guess because historically they always were less dynamically capable than the equivalent estate car, don't offer any additional practicalities over the equivalent estate car, less efficient than the equivalent estate car, etc etc.Why? Why is a powerful luxury SUV any less sensical to a large powerful saloon or estate car, which seemingly does make sense on PH?
Most of all that has been overcome these days though. Modern 48V anti-roll systems, hybrid assist, better aerodynamics etc.
They most certainly can be more practical than an estate.
Unless you have a bad back and cannot get into a normal vehicle of course, in which case the only solution is to add 500kgs, jack the vehicle up, make it less efficient and more dangerous and get in it like that.
Glenn63 said:
TyrannosauRoss Lex said:
Dr Interceptor said:
TyrannosauRoss Lex said:
"they've never made an awful lot of sense..."
Why? Why is a powerful luxury SUV any less sensical to a large powerful saloon or estate car, which seemingly does make sense on PH?
I guess because historically they always were less dynamically capable than the equivalent estate car, don't offer any additional practicalities over the equivalent estate car, less efficient than the equivalent estate car, etc etc.Why? Why is a powerful luxury SUV any less sensical to a large powerful saloon or estate car, which seemingly does make sense on PH?
Most of all that has been overcome these days though. Modern 48V anti-roll systems, hybrid assist, better aerodynamics etc.
They most certainly can be more practical than an estate.
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