Aston Martin chairman Ulrich Bez has conceded that Cygnet sales are not as high as he hoped
19 September 2011

Aston Martin chairman Ulrich Bez has conceded that sales of the Aston Martin Cygnet are not as high as he hoped – but only because of a lack of supply.

The £31,000 Toyota IQ-based city car went on sale earlier this year, but Bez believes the waiting times between placing an order and having the car delivered is putting customers off.

“I’m not satisfied with Cygnet sales,” said Bez. “We can’t deliver as many as the customers want, as we don’t have enough stock. It is the sort of product a customer sees and decides they want on the spot – they don’t want to have to wait for their car to be built, but to drive it away there and then.”

Bez also said that growing awareness of the Cygnet was key to sales. “We don’t spend millions of pounds on advertising, so promotion takes time,” he said. “We will soon have a Cygnet store opening in London, in Park Lane, and that will have a dramatic effect on our visibility I think.”

He also dismissed criticism that the Cygnet damaged the Aston Martin brand as it didn’t meet the sports car maker’s values, saying: “I don’t know why people criticise this. It’s a luxury piece, a great car to go around town in. Why would you take a Vantage through London when you could have this?”

Bez also confirmed that the electric Toyota iQ, set to go on sale late in 2012, will be converted into a Cygnet and become Aston’s first electric car.

Our Verdict

Aston Martin Cygnet
The Cygnet is the Aston Martin's take on the Toyota iQ and may appeal to dyed-in-the-wool Aston fans

The Aston Martin Cygnet is perfect for inner-city fans of the brand. For the rest, it's an expensive and quirky distraction

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Car review
    23 September 2016
    Aston kicks off its ‘second century plan’ with an all-new turbo V12 grand tourer
  • Ford Ka+ 1.2 Ti-VCT 85
    First Drive
    22 September 2016
    A rounded, refined and well-sorted bargain supermini – once you’re used to the confusing role redefinition imposed on the once-cheeky Ka
  •  Maserati Ghibli Diesel
    First Drive
    22 September 2016
    Maserati releases another range of updates for its range best seller, the Ghibli. We've driven the diesel version, but there's little improvement on before
  • Tipo Front
    First Drive
    21 September 2016
    New Fiat Tipo offers impressive space and practicality for a reasonable price. We try the 1.6 diesel on the demanding roads of North Wales
  • Seat Ateca 1.4 TSI 150
    First Drive
    20 September 2016
    The Seat Ateca 1.4 TSI 150 makes perfect sense: it's spacious, tidy to drive for an SUV and cheap to run