While the order books for the new DBX, the brand's first SUV, are well filled, Aston Martin has decided to lower prices to afford the possibility of offering one or more higher-end models that would exploit the platform of the one who must "save" the brand of Gaydon.
Europe and USA For Tobias Moers, new boss of Aston Martin, this price reduction is a strategic move and only applies to the US and European markets. For example, in the United States, the DBX is now priced from $ 179,986, down $ 10,000. The measure does not respond to a lack of orders - far from it - but is intended to "create leeway" which should allow the British manufacturer to market a second model based on the DBX platform, a third being even possible.
According to Moers, in 2023 we should see "a fireworks display concerning the launch of our products". And he adds that following the agreement which led to an increase in Daimler's shareholding in the capital of Aston Martin and a wider access to the technologies of the German group: “We have seen with the Mercedes technology agreement the possibility of a much larger portfolio on the DBX ”.