To maximize the versatility of the car, to maximize the space in a car, it means that you must create a box, and boxes are not beautiful. Aston Martin CEO says there is no way the luxurious car brand will ever go and make SUV's, it doesn't fit the holy trinity in which the CEO describes the brand, which is power, beauty and soul. Andy Palmer believes that SUV's are not what Aston Martin is known for, and that it will be too difficult to move its technology without sacrificing the old world charm that distinguishes the Astons from other car brands.
There is no way to make an SUV beautiful, Palmer says. "Because the raison d'être of an SUV is basically maximizing versatility, maximizing space, which means you make a box. And boxes aren't beautiful," he added. The compromise that Aston does for trading a bit less function from their cars is their beauty, which is what Aston really is known for.
Palmer then began to explain upon revealing the newest Aston Martin model last March, the DBX Concept --- a high-riding, all-wheel-drive, all-electric, tall coupe, with luggage compartments front and rear, and a battery pack in a spacious, flat floor that the car has reasonable versatility and reasonable space. He then pointed out that is their really a need to climb Matterhorn or to pack three weeks' worth of luggage and load the dogs in the car. What Palmer is basically saying that a car can be both versatile and beautiful at the same time without having to be molded into an SUV.
Although, many luxurious car brands are creating their own SUV lines, it seems that Aston Martin will stand its ground. Bentley just recently unveiled an SUV, the Bentayga SUV, and the car is spectacular, but not beautiful. Lamborghini just recently green-lit its own SUV, the Urus, and it looked sharp. Aston Martin has yet to see if they would delve into the SUV's, and Palmer has yet to meet a design that will change his mind.
