Currently reading: Aston - why we built the Cygnet
Aston Martin CEO Ulrich Bez defends decision to build Toyota-based city car
Autocar
News
3 mins read
12 March 2010

Aston Martin CEO Ulrich Bez has defended the company's decision to launch the Cygnet city car, a reworked version of the Toyota iQ.

The Aston Martin Cygnet, which will cost £30-50,000 when it goes on sale, has drawn criticism for undermining the brand values that have made Astons so exclusive.

See the Aston Martin Cygnet pictures

But Bez countered: "First, we need a more sustainable product line-up. This company has been brought back from the brink of bankruptcy too many times. We need to be sensitive to the economic and social climate; to offer cars that people can buy even in tough times.

“Second, we need to satisfy demand where we know it exists,” he goes on. “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.

"Thirdly, we need to bring the company’s fleet carbon emissions down. The Cygnet is perfect for that. This is just a small, stylish and efficient runabout: it doesn’t need batteries or flywheels to be that way. So it’s not pretending to be something it’s not.”

Bez also insisted that reaction to the car had been overwhelmingly positive since its unveiling at the Geneva motor show last week.

“So far, the vast majority of reactions have been positive,” he said. “It’s a new, younger customer who really likes the car. I think we have 50 orders already today, just in a couple of hours.

“For the more traditional customers, those who have a classic DB4 as well as a DBS – I’d say one or two out of every ten has an objection. They write letters to me threatening that they’ll never buy an Aston Martin again if we make this car.

"But when I write back, invite them to pay us a visit, and explain why we need this car, almost all of them come around. Ultimately they understand that change is needed. The dinosaurs are slowly dying out.”

Bez also insisted that the Cygnet is as special as any other Aston.

“I think the Toyota iQ is a very special car anyway, but the Cygnet is even more special," he said. "Each gets proper Aston Martin styling. Each gets a brand new interior with special, high quality materials. Each will be a true representation of Aston Martin’s trademark style and painstaking craftsmanship. And more than 100 man hours will go into each of them.

“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.”

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JezyG 14 March 2010

Re: Aston - why we built the Cygnet

jl4069 wrote:

"Maybe the interest it has casued?"

Not likely. The posts here are mere disgust, nothing even close to interest. Interest, no I'm just one who simply want the magazine to change and come on here to post my view.

47 post shows interets and interest can be negative as well as positive as people seemed to have resoundly shared their views on the Aston Hotpoint :o).

blktoy 13 March 2010

Re: Aston - why we built the Cygnet

Good joke !

EcurieEcosse 13 March 2010

Re: Aston - why we built the Cygnet

MattDB wrote:
this is no more damaging to the brand then Ferrari emblems on socks, vanity bags and cashmere jumpers which are all sold for 5 times their normal price

Well said. The key to this enterprise is that only existing Aston owners get to buy a Cygnet, severely limiting numbers and ensuring that - at least in the short term - they can control who buys them.

Maybe I'm just an incurable pedant, but I was rather surprised to see that 2 out of the 3 outdoors shots show a Cygnet driving around the streets of London minus any numberplates. As a Photoshop user myself I'm 99% sure the pics haven't been retouched - so one wonders what the Met thinks of this flagrant law-breaking?