Aston Martin: The SUV-ification of everything comes to classic British marques, Auto News, ET Auto
Aston Martin, the storied sports carmaker, has just begun delivering its first sport utility vehicle, the DBX, to American customers. Bentley, known for rarefied luxury, has just released a highly revised version of its SUV, the Bentayga. And England’s original SUV manufacturer, Land Rover, has reintroduced its rugged Defender nameplate, which had been absent from this market for nearly 25 years.
Not surprisingly, these vehicles have drawn considerable attention in the States. Bentley’s chief executive, Adrian Hallmark, said interest in the Bentayga, as measured in “website visits and configurations and hand-raises for further information was about four times what we saw” at the launch of the Flying Spur sedan in January. He believes that Bentayga sales will match those of “our three other cars, combined” — up to 5,000 or so in a year.
Similarly, Ed Moran, interim president of Aston Martin of the Americas, anticipates that the DBX will most likely double the brand’s global production.
“The vast majority of our customer base already owns an SUV,” Moran said. “And I think we’ve seen, in the high-luxe SUV segment, for our competitors who have an SUV, how much it makes up of their portfolio. We see a correlation with DBX in terms of the role it will play in the Aston brand.”
While Land Rover already produces a half-dozen luxury SUVs, Joe Eberhardt, Jaguar Land Rover North America CEO, expects the United States “to be the biggest market, globally, for Defender,” with sales “around the volumes we see for Range Rover or Range Rover Sport.” Together, those vehicles account for half the brand’s U.S. output.
From behind the wheel, these vehicles fulfill their missions. The Aston, whose base price starts at $176,900, is the sportiest, with a 542-horsepower, twin-turbocharged 4.0-liter V-8 engine. Although it weighs nearly 5,000 pounds, on back roads it feels nearly as nimble as the brand’s Vantage or DB11 sports car, though it’s less afraid of a little sand and gravel.
Sadly, the infotainment system — purchased, like the engine, from Mercedes-Benz, which owns a 5% stake in Aston Martin — is generations behind and already outmoded. Fortunately, Apple CarPlay and Android Auto, which mirror the functions of your phone on the vehicle’s screen, make up for the infotainment system’s irrelevance, and the DBX’s alluring shape and generous helpings of leather cement its appeal.
While more luxurious and technologically sophisticated — with an advanced infotainment setup, its own 542-horsepower 4.0-liter twin-turbo V-8, an alluring cabin layered in burled wood and knurled metal, and a potent all-wheel-drive system — the $177,000 Bentayga can handily tackle dunes and is vaultlike in its highway composure. Its awkward exterior styling melds bland stolidity and tacked-on glitz, but because it tips the scales at a quarter-ton more than the Aston, it’s more of a cashmere steamroller through the twists.
The $51,925 Defender 110 is the intrepid adventurer. Assembled on an all-new platform and sporting either a 296-horsepower turbocharged 2.0-liter inline-four engine or a 395-horsepower turbocharged and electrically supercharged 3.0-liter inline-six, it shares its predecessor’s appetite for mud and rubble but dispatches that truck’s agricultural heritage, providing a luxurious on-road experience.
While each of these vehicles enjoys distinctive positioning and Americans continue to flock to SUVs, some forces are running counter to their success. Heritage brands like Ferrari, Cadillac, Lincoln and even Jeep are also entering the six-figure SUV market. A host of electric vehicle startups like Bollinger, Rivian and Pininfarina have plans to release similarly costly battery-powered SUVs.
These vehicles may steal sales from other offerings in their manufacturers’ limited lineups. And there seems to be an intrinsic disconnect between a high-end marque and the utilitarian nature of an SUV.
“There’s not infinite capacity,” warned Alexander Edwards, president of the automotive research and consulting firm Strategic Vision.
The ultraluxury SUV segment can expect some limited expansion simply because about 30% of these will be vehicles that “aren’t replacing purchases but are just being added to people’s fleets,” Edwards said. But he suggested that an additional 40% of these purchases might be made by people moving out of cars, potentially eating into sales of Aston’s Vantage and DB11 and Bentley’s Continental and Flying Spur.
He also noted that more than 20% of Defender buyers were coming out of other Land Rover products but said, “Cannibalization is very common for early buyers.”
Intriguingly, Edwards suggested that fully 30% of sales would involve consumers “moving up” from a luxury to an ultraluxury SUV.
Edwards provided a clever distinction between luxury SUV buyers and buyers of sports cars from these same brands.
“Anybody who drives the Batmobile, they can be Batman. So when I get into that vehicle, I can become that fantasy image,” he said. “Whereas for the SUV person, the car is my ideal self as the way I see myself, and I’m just presenting that to the world. I may not be Batman, but I am a sophisticated, intelligent person who leads an active, healthy life.”