At least it will make it easier for James Bond to park…

, , , , , ,

The supercar manufacturer Aston Martin is associated with top end cars such as the Aston Martin DBS (shown left) which retails at £179,000. James Bond is also regularly seen saving the world in one of their cars.

So it’s come as a bit of a surprise to some people that in May of this year they are launching a small city car or “bespoke luxury commuter car” as they refer to it.

The launch version of the new Aston Cygnet (shown below) will cost £39,995 and whilst this is significantly less than the £179,000 for the DBS it is £27,750 more than the Toyota IQ that the model is based on.

So, is this a clever move by Aston Martin to identify a niche segment of the market that will pay extra for the luxury add-ons that are on the car such as a bespoke five-piece luggage set comprising a glovebox bag, removable door pocket bag, holdall, garment bag and a collapsible tote bag?

Or are their other possible reasons?

Some would argue that it’s a nice use of segmentation whereby the brand is being extended to high net worth individuals that need a luxury city runabout that is easier to park than a traditional Aston Martin.

It could also be targeted at the traditional male executive purchasers of new full size Aston Martins who could be encouraged to buy an Aston Cygnet for their wife or girlfriend (or both).

There is also the EU Commission proposal that car manufacturers’ car fleets should average below a certain CO2 emission rate to avoid penalties.

Manufacturers such as Honda and Renault which typically produce smaller more fuel efficient cars can achieve these limits. Aston Martin however with their high performance, and as a result less fuel efficient cars, will not meet the limits.

Is this a sign of things to come?

Will we see the Rolls Royce Mini or the Ferrari Cinquecento on our streets soon…

Is the joke on Volkswagen?

The German carmaker Volkswagen said “we regret if it appeared to some that we overshot the mark of this campaign.” The campaign involved announcing that[..]

Diversity champion leaves...

If you are the diversity champion of an organisation with approximately 20,000 employees it’s probably best if you’re not bullying staff. Deloitte’s (now ex) deputy[..]

Enjoy the freeze...

Working from home has become a fact of life for a lot of people due to the Covid-19 pandemic. Synonymous with working from home are[..]

DR Book $1.2m; CR Cash $1.2m

If I asked you how much would you pay for a book on double-entry, I’m guessing most of you wouldn’t be willing to pay $1.2m.[..]

Laziness and intelligence.

Are you lazy? Do you know anyone who is lazy? Whilst a lot of you won't admit to being lazy (and I'm sure most of[..]