Aston Martin usually get it right. Luxury sports car makers for the just over a century, it would be hard to imagine a world without them.  So what is the key to their success?  Quite simply, they ask their customers what they want.  This may seem trite and obvious, but the reality is that most organisations look inwards rather than outwards when considering their strategic objectives. It is easier to look at what you know, such as internal processes, rather than what you don’t know.  And for some, asking customers is quite a scary prospect.  What if they tell you something you don’t want to know? Well rather that and put it right than the alternative, which is a disgruntled customer that will almost certainly leave you when hit with the next problem.

On March 3rd at the Geneva Motor Show, Aston Martin unveiled the innovative DBX Concept.  Challenging the nature of luxury GT travel in the 21st Century the DBX Concept aimed to widen the appeal of the iconic British luxury brand and reach out to a more diverse global audience than ever before.

Aston Martin CEO Dr Andy Palmer said:  “This is, clearly, not a production-ready sports GT car, but it is a piece of fresh, bold thinking about what Aston Martin GT customers around the world could request of us in the future.

“The DBX Concept is more than a thought starter for us and for our customers, though. We will, in due course, be entering a car into the new DBX space and I am very much looking forward to seeing how this concept is received not only here today, but also by our legion of existing loyal customers and by those potential customers around the world who have, to this point, yet to consider one of our cars.”

Capable of accommodating four adults in comfort, the DBX Concept also majors on day-to-day practicality. It offers generous luggage capacity by virtue of the fact that its rear trunk and forward load bay can both accept passengers’ belongings.

The concept is of course a balance between what existing loyal customers are asking for, extensive research into market trends and the expertise of a car manufacturer with a hundred years of experience. First and foremost though, Aston Martin talk to their customers.