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Aston Martin on crossovers: ‘We need to be less dependent on a narrow product portfolio’

aston martin crossover future sport car andy palmer ceo

Aston Martin CEO Andy Palmer

There are many reasons why one would appreciate an Aston Martin vehicle: gorgeous styling, rich heritage, focused performance, and endorsements from a certain MI6 agent.

Another basis for fandom is the brand’s stubborn embrace of tradition. For the British brand, it just fits.

V12s, manuals, and blaring exhausts will stay, the automaker says, but unfortunately bullheadedness only gets you so far. A company has to make money to stay alive.

As part of a plan to boost financials, Aston Martin will add a crossover (previewed by the DBX Concept), introduce two new platforms, and refresh its sports car range with Daimler technology over the next six years.

“In the first century we went bankrupt seven times,” CEO Andy Palmer told Automotive News Europe. “The second century is about making sure that is not the case.”

The profitable crossover segment will be a big key to Aston’s revival, a product of which is expected to arrive sometime in 2019. A gearhead with a background in mechanical engineering, Palmer understands how the notion of an Aston Martin family car could seem strange.

Aston Martin DBX Concept

Aston Martin DBX Concept

Nick Jaynes/Digital Trends

“It sounds contentious to say Aston Martin is going into crossovers, but sometimes that is what you have to do,” Palmer said.

A new sedan (possibly wearing the Lagonda badge) and unnamed third model will share the crossover’s unique architecture. Before that happens, though, another new platform will debut in September 2016, underpinning a number of future sports cars.

Related: Could 007’s next ride be stealthy quiet? Aston Martin mulling 1,000-hp Rapide EV

The next generation of Aston Martin performance will come augmented with tech from Daimler, including a few 4.0-liter turbo V8s from Mercedes-AMG. Don’t worry, though, because as we reported last month, the V12 isn’t going anywhere.

For some, change is scary. For others, it’s progress. As the Aston Martin landscape continues to evolve, we look forward to bigger, more modern, and hopefully better things from the 102-year old carmaker.