James Bond has an all-time classic scene in every movie: he rides a sophisticated Aston Martin. What would you think of the same scene, but now instead of a powerful and sophisticated sports car the Aston Martin is an efficient subcompact… the picture doesn’t fit right?
James Bond may drive a new type of Aston Martin. Aston Martin DBS (left) vs Aston Martin Cygnet (right)
Aston Martin is rebadging a Toyota iQ, upgrading its interiors to the British company standards, and naming it Cygnet.
Aston Martin Cygnet interior
There are better ways to appeal to a different market and to comply with fuel efficiency standards… Aston Martin is in its way to erode its brand tremendously. In a world where the Mercedes-Benz A class had no fit, where the Smart cars are struggling to survive, the Cygnet is not reinventing the wheel… or there is a new post-recession market out there willing to pay anywhere between $45k to $75k USD for it?
Aston Martin would be better trying other routes for achieving growth and meeting environmental requirements. They may want to look into what other luxury brands are doing – such as Coach – to expand their portfolio while keeping their status, or partner with companies that have the technology to improve the efficiency of their big cars without compromising its performance – like Tesla.
Oh my…
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Related Articles
- Next Aston Martin will be a luxury subcompact (reviews.cnet.com)
- Aston Martin Cygnet city car scheduled for production next year (green.autoblog.com)
- ‘Baby Aston Martin’ gets green light (telegraph.co.uk)
Beltran About Cars 
#1 by Steven Holler on October 13, 2010 - 9:53 AM
I’ve seen the video on you tube http://www.youtube.com/user/AstonMartin?feature=autoshare.
It’s a great car. Small, design, technology,…for urban and city use.
A new concept for an old company. Good work.
Yes, I can imagine James Bond driving it¡¡
#2 by beltranaboutcars on October 13, 2010 - 10:14 AM
Hi Steven, thanks for sharing the video link!