Beijing (AFP)

The legendary British car manufacturer Aston Martin presented its first-ever SUV model on Wednesday in Beijing, a sign of the importance of the Chinese market for the brand dear to the heart of James Bond.

The latest model of the brand known for its sports cars that appear in 11 films of the famous spy, was unveiled by Barbara Woodward, ambassador of His Majesty in China.

The vehicle, dubbed DBX, is "the largest expansion of our product portfolio for 106 years," told the press the company boss, Andy Palmer, referring to "a new era" for the brand founded in 1913.

The manufacturer, the last manufacturer 100% British, relies on China to revive, after going through difficulties in recent years, including a loss of 13.5 million pounds (15.7 million euros) in the last quarter.

In this perspective, the new model has been designed for the Chinese market, where SUVs account for nearly half of all registrations. Despite their high consumption, they are appreciated by consumers who like to carry their extended family.

With this new model, Aston Martin hopes to "more than double" its sales in China, which represent 500 copies a year, says Mr. Palmer to AFP.

The manufacturer hopes to produce an average of about 4,000 copies a year in a new factory in Wales, figure to match the 6,300 to 6,500 models that the brand plans to sell this year, all models included.

According to the International Energy Agency, SUVs are the second largest source of CO2 after the energy sector, with 40% of vehicles sold last year in the world.

Questioned on this point, Palmer admits that his DBX "is clearly performance-oriented". "That's what an Aston Martin serves," he says.

While Porsche unveiled a first 100% electric model in September, Aston Martin plans to follow in the footsteps of its German competitor with its brand Lagonda "which will be relaunched as an all-electric brand" by 2022 or 2023.

In a country where the wealthiest sometimes have phenomenal buying power, Aston Martin has not skimped on finishes, says Andrew Haslam, director of the DBX project.

"Today's Chinese consumer has a very detailed vision of luxury," he observes, assuring that all materials (aluminum grille, leather for seats, wood for doors) are authentic. "The luxury must be true, the wrong is not acceptable," he says.

"Recommended" DBX price: 193,500 euros on the German market.

© 2019 AFP