Aston Martin All-In On SUV, Lamborghini Still On Fence

Cameron Aubernon
by Cameron Aubernon
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aston martin all in on suv lamborghini still on fence

Aston Martin is entering the high-end luxury SUV/crossover game, while Lamborghini is still debating whether or not the LM002 needs a successor.

Aston Martin Lagonda announced Thursday it would commit £200 million ($305 million USD) to expanding its lineup. The capital investment will be in the form of preference shares, with the first £100 million ($152 million) already issued and the remainder doled out over the next 12 months.

What does that investment buy? A new “luxury crossover GT” based upon the DBX concept shown at the 2015 Geneva and Shanghai auto shows, for one. CEO Andy Palmer said as much in the press release:

This additional long-term funding, will enable us to add extra model lines and broaden our presence in the luxury market segment by the end of the decade. The DBX concept, has generated interest far beyond our expectations. The additional investment announced today will allow us to realise the DBX and other new luxury vehicles that will form the strongest and most diverse portfolio in our history.

Meanwhile, Lamborghini is still thinking about adding an SUV to its lineup, though no decision has been made, as CEO Stephan Winkelmann told Autoblog last month:

If we do a third model, then it’s better to have the SUV as this is a growing segment, a more emotional segment, a segment which is very well-distributed in terms of volume all over the planet. And therefore this is a car which is more likely.

The potential successor of Lamborghini’s sole outing in the SUV market – the LM002 – would have a design more appealling to current Lamborghini owners. It would also bring a significant amount of sales to the brand: the Urus concept from 2012 was projected to move 3,000 units per year; the brand itself sold 2,530 units in 2014.

Winkelmann adds the SUV would be the perfect platform for a hybrid powertrain, citing the SUV’s packaging and weight behind the reasoning.

[Photo credit: Aston Martin]

Cameron Aubernon
Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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  • NoGoYo NoGoYo on May 01, 2015

    I like the Urus, if they just made it as is I think people would buy it.

  • RHD RHD on May 02, 2015

    Aston Martin should have no problem making SUVs. Heck, it only takes three recycled unsold Cygnets to make one SUV...

  • Zipper69 It worked in London, because the center of that city is a medieval layout ON TOP of a Roman layout, both designed for horse drawn traffic.Manhattan's grid and the available public transport options are a different matter.
  • Jkross22 To give a sense of priorities, Oakland has had a 50% jump in car thefts from last year. 40 cars per day are stolen in Oakland. Also in Oakland.... the city has a shortage of 911 operators so if/when you call, you're SOL. That is because they are saying no one is applying to the open 911 jobs. When an audit was recently done, over 1000 applicants applied to the 911 jobs, but no one had contacted them. Any of them. HR still earns the term "human remains". After Xi Xingpeng returned to China from his SF visit, all of the homeless people returned to the streets of San Francisco. They were all magically whisked away for his visit, something our governor was quite proud of doing. Makes you wonder why SF residents can't get that kind of treatment everyday. With all of the big problems solved, CA reps can focus on the real problems in the state.... making those MAGA rural volleyball team buses go all electric no matter whether EV buses make sense or not. And this guy wants to be president.....
  • Kjhkjlhkjhkljh kljhjkhjklhkjh Dear whiny people .. keep a small number of diesel busses. replace the rest .. my god people like sticking poles in their own bike spokes...
  • Canam23 I moved to Los Angeles in 1968 and the air was barely breathable. Thanks to the mandating of pollution controls and the work of the Air Quality Management District, it's 100% better today. When the first pollution targets were set in the 70's, Detroit moaned that it would be impossible to achieve, meanwhile the Japanese sat down and figured out how to do it. As a result of the constant strengthening of the anti pollution laws, our air is much less dangerous for our children. Furthermore, engineering has now created very clean, powerful and efficient engines. So Stellantis, I'm not buying it.
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