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Aston Martin explains the Cygnet city car


I’m sure almost everyone who saw the Aston Martin Cygnet city car model, disapproved of it immediately. But even though its Toyota iQ origins might be less than noble and its marketing a bit awkward, Aston’s CEO, Dr. Ulrich Bez, explained the reasoning behind the small model.

First, he started with the most obvious one, the big sales that the Cygnet could generate. He cited the fact that Aston came close to bankruptcy quite a few times, so it mustn’t rely only on high end supercars to pay the bills. Secondly, the niche market is pretty large:

“We need to satisfy demand where we know it exists,” Bez revealed. “We have many customers who live in London, Paris, Rome or Milan, and who would like to drive their Aston Martin more often, but with a V12 sports car, it’s just not appropriate. They tell me that they want an Aston Martin that fits better into their urban lives. And it is our job to give them what they want.”

Another reason cited by Bez is the lowering of fleetwide emissions ratings. The small engine of the Cygnet can easily balance out the large V8 or V12 units, from the supercars. Also, it allows Aston to keep its models pure, at least for the moment, from hybrid technologies.

There have been long time Aston clients who criticized the Cygnet when it was revealed, according to Bez. They soon changed their minds though, after being invited by Aston to test a Cygnet out, and see that even though it started life as a Toyota, more than 100 man hours were invested to turn it into an Aston.

“Our challenge is to be innovative but pragmatic; to safeguard the future of Aston Martin, to give people what they want, and of course, to stay true to ourselves. We’re not going to stop making beautiful sports cars just because of the Cygnet: this is just an opportunity to do something new. And I don’t think it’s an opportunity that we can afford to miss.”

While we can debate the Cygnet, only sales numbers will confirm if it’s going to be the next big thing, or a flop, for the British supercar manufacturers. What do you think?

Source: Autocar

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