The history of the Aston Martin DBX cannot be separated from the narrative of survival and
reinvention that permeates the trajectory of Aston Martin Lagonda. For over a century, the British brand was
revered for producing elegant Grand Tourers (GTs) and high-performance sports cars, cementing its image in
popular culture through an indelible association with the James Bond franchise. However, the economic
reality of the ultra-luxury automotive industry in the 21st century imposed challenges that tradition alone
could not overcome. The company's historical financial volatility demanded stabilization, and the global
market's response pointed unequivocally in one direction: Sport Utility Vehicles (SUVs).
The Existential Need and the 2015 Concept
In the mid-2010s, direct and indirect competitors were already reaping the rewards of diversifying
their portfolios. Porsche, with the Cayenne, had proven that purists might protest, but the market would buy
in droves. Bentley was preparing the Bentayga and Lamborghini the Urus. Under the leadership of then-CEO Dr.
Andy Palmer, Aston Martin conceived the "Second Century Plan", an aggressive strategy to ensure the
company's sustainability in its second hundred years of life. This plan envisioned the launch of seven core
models in seven years, with the DBX being the fourth and, strategically, the most crucial to generate cash
volume and finance the niche sports cars.
The first tangible sign of this ambition was revealed at the Geneva Motor Show in 2015, with the
presentation of the DBX concept. That initial prototype differed significantly from the final production
car; it was a two-door coupe with raised suspension, suggesting a fusion between a traditional GT and a
crossover. The message, however, was clear: Aston Martin was redefining what an SUV could be, prioritizing
aesthetic beauty and proportion in a segment known for utilitarian and boxy vehicles.
The Identity Challenge and the Female Advisory Board
One of the biggest concerns during the development phase, which spanned from 2015 to 2019, was
ensuring that the DBX wasn't just a "tall Aston Martin", but that it met the practical needs of a broader
audience. The brand's traditional demographic was predominantly male. For the DBX, Aston Martin actively
sought to attract affluent women and families.
To this end, the company established a "Female Advisory Board", a group of customers and experts who
provided crucial feedback on ergonomics, visibility, and daily usability. This feedback influenced design
decisions, such as the layout of the center console (with space for handbags), ease of access to the rear
seats, and outward visibility, ensuring the vehicle was welcoming to drivers of all statures, from the 5th
percentile female to the 99th percentile male.
Industrialization: From RAF Base to Center of Excellence
Unlike many rivals that use shared platforms within large conglomerates (such as the Volkswagen
Group, where Audi, Porsche, Bentley, and Lamborghini share the MLB Evo architecture), Aston Martin chose a
more arduous and exclusive path: developing a dedicated bonded aluminum platform. The brand's historic
infrastructure in Gaydon, England, lacked the capacity to absorb the mass production of an SUV with these
characteristics.
The solution was a massive investment in creating a second factory in St Athan, Wales. The chosen
site carried significant historical weight: it was a former Royal Air Force base (RAF St Athan). The
conversion project, initiated in 2015, transformed military hangars into a state-of-the-art assembly line.
This decision was not only logistical but also political and social, bringing skilled jobs to the region and
marking the DBX as the first Aston Martin to be "Made in Wales". The factory was officially opened for DBX
production in 2019, ready to build up to 4,000 units per year, operating with the philosophy of blending
precision automation with the artisanal hand-finishing typical of the brand.