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Aston Martin DBX Concept Challenges Brand Traditions in Geneva

A new take on Aston.

Aston Martin is facing its fair share of challenges moving forward, but that is clearly not phasing newly minted CEO Andy Palmer. For proof, see the Aston Martin DBX concept Palmer revealed at the 2015 Geneva auto show.

This is a car that blows away traditional notions of what an Aston Martin should be. It is all-wheel drive and is motivated by an all-electric powertrain, both firsts for the brand. While no major details were released, Aston did say the DBX concept features inboard electric motors to power the wheels and lithium-sulphur battery cells that will deliver the juice to them.

Other interesting tech touches include carbon-ceramic brakes, a KERS energy recovery system, a rear camera system replacing the rear view mirrors, drive-by-wire steering, toughened glass with an auto dimming feature, and bespoke head-up displays for both driver and passenger.

The Aston Martin DBX is also designed to hold four adults in comfort in GT style, something that the four-door Rapide tried to do but didn’t really succeed with, as anyone who has folded themselves into its backseat can attest. The DBX can also hold more than its share of cargo thanks to stowage areas both out back and in the front of the vehicle. And of course the cabin is thick with all manner of non-standard materials, as well as interesting leather and other design elements.

Despite the new underpinnings and powertrain, one look at the DBX concept confirms that this is still an Aston Martin, with an unmistakable design that moves the brand forward without straying too far away from its core design philosophy. It utilizes tons of aluminum, active LED lighting, and is sprayed in a unique black pearl sheen. It does look a little jacked up, however, with a high-riding stance that lends it a bit of a crossover-type feel.

Palmer reportedly challenged his team to come up with something unique with the Aston Martin DBX concept. They delivered. It remains to be seen though if its financiers can deliver the funds to build something like it and its customers to decide if the DBX is something they’d like to see in the future from Aston.

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