DBX a gamble too far?30 Jul 2022 12:59
The DBX has recieved a good press from all the motoring reports I have seen, few have suggested its some what challenging looks are a problem and all have praised the way it drives. Yet it is not the runaway success AML had hoped for.
Given to a great extent AML have 'bet the wranch' on this car to the detriment of rebodying at the very least the ugly duckling Vantage and refreshing the product line up generally I fear this decision may yet be their ultimate undoing.
DBX is expensive and lacks in many markets dealer support that is often unexpectedly needed, the competition is becoming more fierce and the world is heading into a recession that even the wealthy may struggle to avoid. The 'YOLO' effect Covid gave the super rich I beleive is passing leaving DBX to fight on its fundamentals which are similar to Vantage - good drive but a poor design that resembles far too closely a £30k Ford Kuga for comfort.