Revealed in the 2015 Geneva Motor Show in March, the Aston Martin DBX Concept is all set to go into production soon with the brand’s CEO, Andy Palmer, terming the new innovation as the future of automobiles.
According to sources close to the company, the DBX concept, an initiative that resulted in a £200 million ($300 million) investment, represents the third part of a three-part strategy called the ‘Second Century Plan’ which includes ‘Stabilisation’, ‘Core Strengthening’ and lastly, ‘Portfolio Expansion’.
The DBX, an all-electric car, is being called a crossover, despite showing virtually no resemblance to its contemporaries in the category. According to Palmer, the DBX is meant to cater to an entirely new brand of customers with its all-new design, thus inevitably taking the 102-year-old brand in a completely new direction.