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Women customers the key to Aston Martin SUV launch in China

Luxury car manufacturer Aston Martin has launched its first ever sports utility vehicle (SUV). The UK-based company has developed and is building the new vehicle, the DBX, at its new factory in South Wales. However, it chose to launch the vehicle at an event in China.

Chief executive, Andy Palmer, said launching the new SUV was an important step for the company because it had invested heavily in a new manufacturing facility that had not yet contributed any revenue. With the launch of the DBX it will now start to contribute to the company’s bottom line.

Mr Palmer said in a BBC interview that Aston Martin expects to sell 4,000 DBX cars per year to add to sales of current models of around 6,000 per year. “It will be the highest-selling car in our portfolio,” he said.

He added that one of the reasons for launching the DBX in China is that 50% of Aston Martin’s existing customers there are women. He explained that women are a key target customer group for SUVs and that, even with its sports cars, winning women customers was “a battle we have already won in China”.

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