Aston CEO says the Cygnet and Rapide will provide a large boost to the firm's sales
24 March 2010

Aston Martin expects the imminent launch of its Cygnet city car to help increase its sales by more than 30 per cent on last year’s level.

Last year, the firm sold 4000 units as its sales were hit by the global recession. In 2008, the firm sold 5800 and Aston CEO Ulrich Bez expects 2010’s sales to surpass 2008's and top 6000 units.

See the Aston Martin Cygnet pictures

Bez says the launch of the Toyota iQ-based Cygnet and the four-door Rapide saloon will provide the boost to Aston’s sales, although he doesn’t expect 2010 to be a vintage year for luxury car sales.

“We sold 4000 cars in 2009, and we want to sell 5500 to 6000 in 2010," Bez told Automobilwoche. "The Rapide, in particular, is starting off well.

“We can't talk about a great recovery in the market for luxury cars,” he continued. “All told, I believe that the situation won't be worse than in 2009, however."

Bez again defended the decision to sell the Cygnet, which could cost up to £50,000, saying he didn’t feel it would dilute the Aston brand.

“Many of our customers need a city car," he said. “The exclusive Cygnet is the natural choice for them."

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Comments
3

24 March 2010

How on Gods earth can they justify up to £50k its just insane. I wonder how long it will take before someone produces a Cygnet kit for the iQ then sticks it on ebay!!

25 March 2010

Aston Martin thinks they build and sell this year 2000 units of the Rapide. How many Cygnets do they want to sell? 6000 minus 2000 is 4000 units of the DBS, V8 Vantage DB9 ánd Cygnet.

30 March 2010

Never let Marketing ru(i)n your business. So some bright spark works out that some Aston clients buy city cars, so Aston will make some. That is the dumbest, corniest old excuse for launching any product by any company. Example: When Aston's Marketing Department works out that all Aston clients use toilet-paper, Aston will start making that. Marketing should be defining APPROPRIATE actions, and there is nothing appropriate about Aston attempting to sell city cars. On the other hand, come to think of it, toilet-paper, autocar.co.uk, there must be an opportunity somewhere in there...

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