Aston Martin just unveiled their mini-car Cygnet Concept at the 2010 Geneva Motor Show. I still can’t believe this is happening. Apart from the badge, this little thing bears no resemblance to any other Aston Martin sports car. Aston’s explanation:
“Many of our customers have a need for a small car for urban and city use,” says Aston Martin CEO, Dr. Ulrich Bez, “The Cygnet Concept brings intelligence, innovation and artistry to the small car market. The Cygnet Concept represents the natural choice for those customers looking for a premium commuter car.”
But are people really looking for a “premium commuter car” like this? And where does this put the Aston Martin brand? Dr. Bez goes on to say, “Our past, our future and our backbone will always remain sports cars, but the Cygnet Concept will support this by offering our customers a greater degree of freedom in the urban context.” But why give it the Aston Martin name? A car like this will only dilute the brand’s high-end, luxury sports car image. I’m fairly sure this has more to do with the upcoming EPA fuel economy guidelines than it does providing a luxury city car, and since Aston is now privately owned, that puts them in a tough spot in the US market.