The first-ever Aston Martin crossover, the upcoming DBX, is shaping as a make-or-break vehicle for the British brand.
Speaking with The Detroit Bureau, the brand's boss said the DBX "will probably become the most important car in our history, because it will become the car that transforms us as we try to address all parts of the high-luxury market".
"We put our heart and soul into making that car the most beautiful SUV in the world and, more importantly, making sure it’s an Aston," said Andy Palmer.
"It will target the US and China, two critical markets and it will change the dynamics of the company," he later added.
Palmer acknowledged the global slowdown in car sales, but said SUVs continue to defy the trend – especially in the luxury market, where high-end crossovers like the Bentley Bentayga, Rolls-Royce Cullinan and Lamborghini Urus have been roaring successes.
Aston Martin has endured a tough stretch recently. Its stock fell almost immediately after launching its IPO last year, while the announcement that its 2019 production will be 10 per cent down on initial forecasts saw share prices cut in half.
"It’s perhaps been some of the most difficult weeks of my career. Nobody likes to hear their child being called ugly," Palmer said.
"There are people out there who don’t believe our story, don’t want to believe our story, want to bet against us, and worse, use the media to drive us down. The only way you can work against that is demonstrate they’re wrong."
The new DBX will be unveiled in December, with power from a Mercedes-AMG V8 engine.