In an interview with the Autohome portal, the new head of the brand Edrian Hallmark admitted that sales of the brand in the Celestial Empire did not live up to expectations, and the failures of the crossover were especially painful. “The six-cylinder version we released corresponds to the tax policy, but is not able to convey the dynamic essence of Aston Martin,” the top manager confirmed. The plan for correcting the situation has already been prepared.
Aston Martin DBX Straight Six line debuted at the end of 2021. The equipment was borrowed from the Mercedes-AMG GLE 53: the power plant based on the in-line “turbocharger” produced 435 horsepower and 520 nm of torque. And although now the basic Aston Martin crossover costs one and a half times cheaper than the V8 version and is almost half as much as extreme DBX707, the demand is limited.
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To warm up the interest of the Chinese in DBX, for a year and a half, three new versions of the Aston Martin crossover with various characteristics will be released. It is expected that the model will become even more luxurious. In 2025, Aston Martin Business will be reorganized in the Middle Kingdom. Contrary to tax rules and tightening the economy, the British brand will retain V12. Edrian Hallmark called the top motor “Business Basy” and said that he would try to guarantee the extension of the life cycle until 2035. The preservation of “mechanics” is also in question.
Aston Martin will cope with the colossal losses by increasing the margin of each car. The British no longer seek to produce ten thousand cars a year: the forecast was reduced to seven to eight thousand cars, while in 2024 they sold six thousand copies. The logic is to increase the attractiveness of the product and focus on the quality of service.
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