“The DBX will take Aston Martin into new territory with bold engineering and tech”
Things move fast in the world of luxury cars, and with the sheer pace of technological change and the volatile state of the global economy, we at Aston Martin need to work hard to stay ahead of the game. We’re now two years into our Second Century Plan. The idea is to make a sustainable business for the next 100 years: expanding it, developing new products and building new partnerships.
A new generation of luxury customers are coming. They like the Aston Martin brand, but are looking for something diferent. This is where our new SUV, the DBX, comes in. The DBX will take Aston Martin into new territory with bold engineering and technology, while retaining the essence of what makes Aston Martin so special: beautiful, powerful, hand-crafted cars.
Autonomous vehicles regularly make the headlines, and though I believe we’re a long way from true autonomy, the technologies are evolving rapidly. With 95 per cent of road trafc accidents caused by human error, you can see how these developments are so vital. We are already working on autonomous technologies that still preserve the joy of driving for a high-performance car. We are also remaining true to our sporting origins, for example, by always having a manual transmission car in our range.
Quality is more important than ever so we have raised our game even higher as our customers demand perfection. And we are exploring new technological frontiers with our Innovation Partnership with Red Bull Racing. First deployed with the Aston Martin Valkyrie, a truly astonishing next-gen hypercar that sold out as soon as it was announced.
Our customers also want an emotional connection to the brand. The “Art of Living by Aston Martin” takes ownership beyond sports cars and creates experiences through a series of bespoke events and products. From powerboats to luxury apartments, bespoke holidays and the Aston Martin brand centre in Dover Street, London.
2017 looks set to be another vintage year for Aston Martin… or should that be a “Vantage” year? The Second Century Plan delivers a new model every nine months for the next six years. Last year we launched the Aston Martin DB11, and 2017 will be the year we reveal the new Vantage.
The Vantage is our weapon of choice on the racetrack, and we will see it in action with the championship-winning Aston Martin Racing team this month. Such has been the success of our racing endeavours, we have named our new performance brand AMR, which will amplify our sporting prowess across the Aston Martin model range, starting with the Rapide AMR and Vantage AMR Pro.
As we extend our range we have invested heavily in our future, not least in the development of our second UK manufacturing facility. At the beginning of April we took ownership of three super hangars that were part of the former military air base at St Athan in Wales. This is where we will build the Aston Martin DBX with the frst car on target to come of the new production line in 2019.
Before work got started on turning the hangars into a car plant, some of our drivers took the opportunity to let out their inner “hoon”. With all that space, it would have been rude not to, so three talented drivers – Darren Turner, Nicki Thiim and Matt Becker – took some Aston Martins for a joyride. You can see what they got up to in the breathtaking video on topgear.com... enjoy the ride!