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With SUVs accounting for 58% of the U.S. luxury vehicle market in 2018, automakers see SUVs as “more stable” vehicles in terms of sales, which can lead to higher volumes, he noted.

But, “it’s getting harder to make an SUV stand out,” Wakefield conceded. “The SUV cannot just cash in on the brand’s name.”

Nurnberger said the DBX will impress customers with its handling and agility. The design team had one important request to engineers: keep the classic grill intact.

“Look at the amount of sculpture -- see the muscles of this car pop,” he said. “This for me is actually a GT car because you can drive it like a Vantage. It’s a high performance SUV, absolutely.”

Nurnberger said he and the other designers are already planning for the future, including the possibility of a plug-in hybrid SUV. But first the DBX needs to make its grand -- and long-awaited -- entrance.

“The DBX is just the next step for Aston Martin,” Nurnberger said. “In the beginning it was a lot of hard work. But it’s a truly new segment. And that’s super exciting.”

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