Aston Martin's Bold Move: The DBX 707 Reigns Supreme with Exclusive Touchscreen Upgrade
The Aston Martin DBX, a name synonymous with unbridled luxury and performance, has recently undergone a significant transformation that puts it squarely in the limelight. At the heart of this evolution is the introduction of an exclusive touchscreen interface, coupled with the bold decision to streamline its engine offerings to the top-tier 707 variant only, eschewing the previously available 542bhp twin-turbo V8 version.
The catalyst for this dramatic shift is the overwhelming market preference for the 707 model, which has dominated DBX sales, accounting for approximately two-thirds of its market share in 2023 and soaring to around 90% in 2024. This trend underscores the DBX 707's unparalleled appeal among enthusiasts seeking the zenith of Aston Martin's engineering prowess.
In alignment with this market trend, Aston Martin has reevaluated its strategy in the Chinese market by discontinuing the mild-hybrid straight-six DBX variant, a move prompted by rapidly changing consumer preferences towards such powertrains. This decision highlights Aston Martin's agility in responding to global market dynamics, though it leaves the door open for potential electrified models in the future.
Slated for delivery in May, the revamped DBX 707 is set to command a premium, with a price adjustment of 5-10% elevating its cost to approximately £210,000. This price reflects not just a vehicle, but an immersive experience, melding unparalleled performance with cutting-edge technology.
The interior of the DBX now mirrors the sophistication seen in Aston Martin's DB12 and Vantage models, bidding farewell to the Mercedes-based setup that has been a staple since 2020. The centerpiece of this interior overhaul is a 10.25in touchscreen that gracefully sits within the 'waterfall'-shaped centre stack, marking a significant leap forward from its predecessor. This new system, running Aston Martin's bespoke infotainment platform, includes smartphone mirroring as a standard feature and introduces a suite of SUV-specific functionalities, including hill descent control.
In a departure from the previous model, the DBX 707 abandons individual drive select buttons in favor of a more intuitive toggle-style shifter positioned in the center console. Moreover, the digital gauge cluster has been superseded by a larger, 12.3in screen, enhancing visibility and interaction for the driver. Despite these technological advancements, the DBX 707 retains an array of physical buttons and switches, a deliberate choice to facilitate ease of use and instant access to essential features while driving. According to Neil Hughes, head of product management, this design philosophy not only enhances the driving experience but also celebrates the brand's commitment to craftsmanship.
These interior modifications, alongside a series of subtle yet impactful tweaks, signify Aston Martin's dedication to innovation and luxury. With the DBX 707, Aston Martin not only sets a new standard for high-performance SUVs but also reaffirms its status as a beacon of prestige in the automotive world.