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With so many announcements made in advance, it's a wonder there were any real surprises at the Geneva Motor Show. But Aston Martin gave us one, in the form of the DBX SUV.

Only it isn't an SUV – not according to Andy Palmer, the new boss of the British sports car company.

But those who are closely watching the burgeoning Asian markets – where road surface quality is often a far cry from European or American highways – know that SUVs are not only fashionable, but practical.

Indeed, other 'British' marques, namely Rolls Royce, Jaguar and Bentley – along with Italy’s Maserati – are all queuing up to enter this lucrative market.

But Palmer, speaking to the Telegraph's Andrew English recently, rejected the SUV tag (but permitted 'crossover'), instead focussing attention on the unique qualities of Aston: people choose this British sports car brand when they have grown up, he tells English. An Aston is not about the best acceleration or the highest top speed, he insists.

When "you appreciate fine wine and fine food and fine craftsmanship, that’s when you are ready for an Aston Martin...” says Palmer.

But Aston has problems. In 2013 it made a loss of around £25m, its key shareholders (Italian, Kuwaiti) disagree on how to move the company out of its rut. Sales have dropped dramatically from their 2007 heights of 7,300 – to under 4,000 last year.

But Palmer is confident he can affect change, with new models set to come out within the next 18 months. And with more than two decades at Nissan under his belt, it remains to be seen if he can bring back to life this most British of sport car makers.