Aston Martin DBX Review: A Tale of Two Vehicles

The Aston Martin DBX: A Critical New Venture

The Aston Martin DBX represents a pivotal moment for the esteemed British automaker, marking its inaugural foray into the sport utility vehicle (SUV) market.

Design and Initial Impressions

Consistent with previous Aston Martin models, the DBX possesses a demonstrably attractive aesthetic. Its sculpted silhouette extends to substantial dimensions, ensuring a distinctive presence among the numerous SUVs commonly seen in affluent areas.

The vehicle’s design prioritizes opulence, achieving high marks in areas such as visual appeal, driving performance, and overall character.

Market Positioning and Challenges

Despite its strengths, the DBX entered the ultra-premium SUV segment somewhat belatedly. It currently lags behind some competitors in terms of integrated in-car technology and fuel efficiency.

Sales commenced internationally during the previous summer and reached the U.S. market in late 2020. The test vehicle provided to TechCrunch carried a fully-optioned retail price of $205,186, including delivery, while the base price begins at $176,900.

A Shifting Automotive Landscape

The DBX’s introduction occurs during a period of contrasting trends within the luxury automotive industry. While SUV demand continues to surge, there is a concurrent and significant move towards electric vehicle technology.

Aston Martin initially aimed to achieve sales of 14,000 vehicles by 2023. However, following a company reorganization known as “Project Horizon,” this target has been revised downwards to 10,000 units.

Leadership Changes and Future Outlook

Following a challenging year impacted by the pandemic, Aston Martin has undergone changes in ownership and leadership. The ultimate success of the DBX, and indeed the company itself, remains uncertain.

The company reported that DBX sales aligned with expectations in 2020, with 1,516 units delivered.

Sales Projections for 2021

Aston Martin forecasts that the DBX will account for 40% to 60% of its total global sales volume in 2021, representing its first full year of production.

The company’s future is inextricably linked to the performance of this new model.

Contrasting Automotive Approaches

Achieving leading-edge technology, both in vehicle engineering and the overall in-car experience, presents a significant challenge for low-volume supercar manufacturers lacking the backing of a larger automotive group. These smaller companies often struggle to access the necessary expertise. Aston Martin addressed this issue by establishing a collaborative agreement with Mercedes-Benz AG in 2013, focusing on the development of engines and electrical systems.

The appointment of Tobias Moers, formerly the head of Mercedes-Benz’s AMG division, as Aston Martin’s CEO further emphasizes the importance of Daimler’s technical capabilities to Aston’s future strategy.

Aston Martin’s recent return to Formula One racing underscores its commitment to motorsports. Consequently, the DBX delivers performance reminiscent of a sports car, accelerating from 0 to 60 mph in just 4.3 seconds, powered by Mercedes-Benz AMG engines.

The DBX’s interior is designed to be a complete sensory experience, offering both luxury and comfort to its occupants. It features premium materials, including Bridge of Weir leather, and offers unique options like a snow pack with a ski boot warmer.

A Disparity in Technological Advancement

However, the interior also highlights a more practical concern: the role of in-car technology within the super luxury vehicle segment. This gets to the heart of Aston Martin’s ongoing challenge.

Due to the nature of the partnership, Aston Martin will inevitably lag behind Mercedes-Benz by at least one generation in terms of technological advancements. Considering the DBX’s starting price of $180,000, it’s notable that vehicles costing significantly less offer more sophisticated in-car features.

User Experience in the Aston Martin DBX

The Aston Martin DBX utilizes the COMAND infotainment system. This system was originally launched by Mercedes-Benz in 1998, receiving significant updates in both 2014 and 2016. Given the rapid pace of technological advancement, a few years represents a considerable period in this field.

Replacing the current head-unit isn't a straightforward process, according to Nathan Hoyt, a representative from Aston Martin, in a statement to TechCrunch.

Electrical Architecture Considerations

Hoyt explained that a complete overhaul of the vehicle’s electrical architecture would be necessary to accommodate a new system. However, he also noted the strengthening partnership between Mercedes and Aston Martin. This collaboration suggests continued reliance on Mercedes-Benz technology in the near future.

While Aston Martin currently employs this older system, Mercedes-Benz has already transitioned to MBUX. MBUX is a more modern and sophisticated infotainment system, first introduced in 2018 and subsequently refined.

Infotainment System Limitations

Currently, there is no confirmed timeline for the integration of MBUX into Aston Martin vehicles. This results in a 2021 luxury car lacking a touchscreen interface.

The current setup features a substantial amount of plastic components. This design choice doesn’t quite align with the vehicle’s overall aesthetic, and doesn't feel like a classic analog experience.

The controls resemble those found on a 2014-era Mac keyboard. Apple CarPlay is included as a standard feature, but Android Auto support is absent.

Image Credits: Aston Martin

Interior Design Elements

Instead of refined knobs, the DBX incorporates plastic buttons that appear incongruous with the vehicle’s luxurious, naturally sourced wood trim. Plastic materials are also utilized in the air vents and around the gear selector.

It’s important to acknowledge that an overabundance of technology isn’t always the optimal solution for in-car systems. Many automotive manufacturers have implemented complex and often unintuitive tactile technologies on the dashboard.

Image Credits: Aston Martin

Excessive and poorly designed in-car tech can be frustrating for drivers. A balance between functionality and simplicity is crucial for a positive user experience.

Distinctive Technology Within the DBX

Aston Martin has significantly customized the DBX’s internal systems to differentiate them from the underlying Mercedes-Benz technology. This innovative approach is particularly evident in the visually appealing graphics of the 10.2-inch central display, which were specifically designed for the DBX.

Notably, an image of the DB5 – famously driven by James Bond – serves as the indicator when the adaptive cruise control system is engaged.

Aston Martin effectively leverages its available technology to create a unique and immersive experience.

The vehicle features ambient lighting capable of displaying 64 distinct colors across two zones. Complementing this is a state-of-the-art sound system.

This bespoke audio setup delivers 790 watts of power through 13 speakers, including a sealed subwoofer. Furthermore, integrated noise cancellation technology actively minimizes external road sounds.

The result is an exceptionally refined cabin environment, akin to a premium cinema experience – reminiscent of a time when movie theaters were frequently visited, or, for Aston Martin owners, a private home theater on wheels.

ADAS Features in Aston Martin Vehicles

Aston Martin addresses limitations in processing capability by including a comprehensive suite of Advanced Driver-Assistance Systems (ADAS) as standard equipment. This includes adaptive cruise control, parking sensors for both front and rear, lane departure warning, lane keeping assistance, and blind spot monitoring.

These functionalities are integrated into the vehicle’s existing physical button controls. Specifically, adaptive cruise control is operated via a switch located on the left side of the steering wheel, allowing for adjustments to both following distance and vehicle speed.

The lane-keeping assist function is activated using a button positioned on the right side of the central console.

Operation of the controls situated on the center console necessitates a momentary diversion of the driver’s gaze from the road. When the lane-keeping assist system is active, the driver receives both a visual cue – an illuminated indicator on the dashboard – and a subtle steering correction.

Additional switches provide control over driver performance modes and the settings for Aston Martin’s adjustable air suspension system.

A Brand's Legacy and Future

While Aston Martin may be primarily recognized in the United States through its association with James Bond, within British car culture, the marque carries substantial emotional weight, prestige, and historical importance. Attending the Aston Martin centenary celebration in England in 2010 revealed a widespread and profound affection for the brand’s rich heritage throughout the U.K.

Under the leadership of former CEO Andy Palmer, Aston Martin was actively charting a course toward the future. The construction of a contemporary manufacturing facility in Wales facilitated the production of the DBX model. However, a core element of Aston Martin’s enduring appeal lies in the continued hand-craftsmanship of certain components, catering to a clientele that values exclusivity and limited production runs.

As vehicles increasingly rely on intricate computerized systems, this dedication to hand-building may present challenges. The DBX’s positioning in the market hinges on fulfilling the desires and requirements of potential buyers, offering an alternative to ultra-luxury SUVs like the Rolls-Royce Cullinan (BMW Group), Bentley Bentayga, Lamborghini Urus, and Porsche Cayenne (VW Group).

Image Credits: Aston Martin

The need for advanced technological features is becoming paramount, potentially requiring Aston Martin to reassess its approach to innovation. This could involve reinforcing its commitment to classic design and uncompromising quality, or leveraging future powertrain options to emphasize its forward-thinking capabilities. The latter strategy appears to be the most probable path.

A 2020 agreement with Mercedes-Benz, building upon an existing collaboration, will grant Aston Martin access to a broad spectrum of technologies. This includes electric, mild-hybrid, and full-hybrid powertrain architectures extending through 2027.

Aston Martin has indicated during recent earnings reports that offering a hybrid SUV is crucial for the company’s success. Tobias Moers, the current CEO and formerly the head of Mercedes-Benz AMG, has confirmed the availability of a plug-in hybrid DBX before 2024. Furthermore, all-electric vehicles are integrated into the company’s long-term plans, with a target launch date in the mid-2020s.

A key consideration is whether Aston Martin will concurrently upgrade its infotainment system to align with these advancements in hybrid and electric vehicle technology.

Competition within the high-end SUV segment is particularly intense.

Image Credits: Bryce Durbin

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