Aston Martin DBX crossover: ‘aimed at 30-something women’ | CAR Magazine

Aston Martin DBX crossover: ‘aimed at 30-something women’

Published: 14 May 2015

► Aston Martin DBX to target women
► Buyer: late 30s professional women
► Very few women buy Astons 

The new Aston Martin DBX has a singular purpose in life: to attract more female buyers to Britain’s sports car brand, the boss has admitted.

Incredibly, only 3500 Aston Martins of the 70,000 ever built were bought directly by women, chief executive Andy Palmer said at this week’s FT Future Of The Car summit in London.

He revealed that the DBX was aimed very specifically at 30-something women. The target customer is Charlotte, in her late 30s ‘and she’s dissatisfied with her SUV,’ according to Aston Martin’s research department.

Aston Martin DBX crossover: target professional women

This target customer – Charlotte – is the sort of person who shops at Burberry and Rolex outlets, according to Palmer, who said she’s more likely to look at her LinkedIn profile than Facebook. This suggests Gaydon is gunning for professional power women more than yummy mummies.

And the DBX is being designed as ‘a daily driver,’ he said – a sleeker-looking crossover and definitely not a traditional, bulky SUV. ‘Aston Martin makes beautiful cars and it’s very difficult to make a beautiful SUV,’ said Palmer. 

Is that a dig at rivals such as Bentley and Rolls-Royce, both of whom are facing a challenge to make the Bentayga and SUV as elegant as their mainstream ranges? Very possibly. Aston Martin is now fast-tracking DBX development after securing £200 million of funding earlier this month. Even so, don’t expect to see it on sale much before the end of the decade.

By CJ Hubbard

Head of the Bauer Digital Automotive Hub and former Associate Editor of CAR. Road tester, organiser, reporter and professional enthusiast, putting the driver first