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

by Cameron Aubernon

May 1st, 2015 10:08 AM

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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]

#AndyPalmer #AstonMartin #CapitalInvestments #DBXConcept #HybridSUVs #Lamborghini #LM002 #LuxurySuvs #StefanWinkelmann

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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2 of 8 comments

NoGoYo on May 01, 2015

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

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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...

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