By on May 1, 2015

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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]

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8 Comments on “Aston Martin All-In On SUV, Lamborghini Still On Fence...”


  • avatar
    CoreyDL

    “…SUV as this is a growing segment, a more emotional segment…”

    Ha, you’re reaching a bit too far there Steve. It’s the segment of wealthy women with expensive purses. The kind that won’t drive your supercars because they are uncomfortable and there isn’t room for three friends and their purses. They’re also too hard to park and too hard to drive in heels. And there’s nowhere to put their latte.

    The only emotion this segment feels is irritation at lack of cup holder and purse storage. And that’s why they buy Range Rovers and G-Wagens.

    So call it what it is and cut the crap. Lamborghini has always been an “on trend / of the moment” manufacturer anyway. You don’t have the historical racing/GT baggage of Aston. Just make it.

  • avatar
    John R

    Another Rambo Lambo is a no brainer to me; it’s in character.

    An Aston SUV? Oy…

  • avatar
    SlowMyke

    I don’t get the consternation over the boutique exotics offering SUV/CUV’s. It’s not always profitable to run on two or three hardcore or half baked cars and global tastes are changing. The people that buy the cars seem more and more interested in the fashion and image of the cars than the actual capability of them. Certainly most of them aren’t capable enough drivers to use them to their potential. I say make the ultra luxury CUV’s and let those pay the bills to keep the hardcore stuff in the cars.

    And with these two companies in particular, I’m shocked they aren’t already selling CUV’s or SUV’s. They’ve both certainly played around with enough concepts over the years. I’m sure if Aston had been more profitable they would have. Lamborghini makes no sense why they don’t. They’ve got the precedent and VAG has the funds and models to work from throughout their entire portfolio.

  • avatar
    Ron B.

    “…I don’t get the consternation over the boutique exotics offering SUV/CUV’s. It’s not always profitable to run on two or three hardcore or half baked cars and global tastes are changing. The people that buy the cars seem more and more interested in the fashion and image of the cars than the actual capability of them. Certainly most of them aren’t capable enough drivers to use them to their potential. I say make the ultra luxury CUV’s and let those pay the bills to keep the hardcore stuff in the cars….”
    My thoughts exactly but in reality these companies do make a profit.They wouldn’t last the financial year if they were really losing money. It was known in OZ as creative accounting in the 80’s.
    As with all fads,the SUV thing will fade as people realize how stupid driving a truck which looks like a 4WD but is really only a front drive (yes,there are plenty of these sold) and which costs far too much , really is.

  • avatar
    NoGoYo

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

  • avatar
    RHD

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

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