Aston Martin Cygnet

Luxury Automotive | Editorial

Aston-Martin has revealed a bold new initiative in taking the new Toyota iQ city car and recrafting an Aston Martin body and interior.

The Cygnet (the name for a baby swan) is officially billed as a concept but is expected to be offered for sale exclusively through Aston-Martin dealers before the end of next year. It is intended only to be sold to existing Aston Martin owners and those with cars on order. The model has only been confirmed for the UK and Europe at this stage but other markets are likely to request the model.

According to Aston CEO, Dr Ulrich Bez, the car is specifically aimed at the one-third of existing Aston owners who own a Mini-sized car. “This concept is akin to an exclusive tender for a luxury yacht,” Bez explains. “It allows us to apply Aston Martin design language, craftsmanship and brand values to a completely new segment of the market.” Tadashi Arashima, CEO and President of Toyota Motors Europe said ‘The Cygnet is a good choice for the Aston Martin owner looking for that second or third car, which is luxurious and eco-conscious.’

It is a radical idea and will instantly become the world’s smallest super-luxury saloon. The ground-breaking project is believed to be the result of discussions between Bez and Toyoda who have developed a relationship whilst competing in a mutual passion – racing their own products round some of Europe’s stiffest competitive race tracks.

Aston Martin expects to build between 1000 and 2000 cars a year on a special line at Aston’s Gaydon manufacturing facility in England.

There are rumours that the project may be required to reduce the manufacturer’s average carbon dioxide emissions for European legislation but that seems a likely side-effect as the main focus would surely be on hybrid or electric powertrains to solve that problem. This is likely the real reason the two companies are starting a working relationship – for Aston to be able to benefit from the hybrid powertrain technology Toyota have been developing in their Prius and Lexus hybrid models.

This is a stunning, brave, bold, inspired and astute strategic move….one of the best I’ve seen in my luxury automotive career. That is, provided they do not put the car on sale to the general public for A$50,000 and the only way of purchasing the Cygnet is if you are already an Aston owner or on the waiting list for a new car.

This exclusivity will ensure the brand positioning is protected but creates additional layers for the brand, presenting it as highly relevant, socially acceptable and a true eco-luxe brand (assuming other ‘green’ initiatives are under development).

Even if it turns out only to be a design study, it is ground-breaking because there will be demand for an ‘exclusive and expensive city run-around’ even in Australia where we are accustomed to larger cars. However, and it’s a very very very big however, it cannot be put on general sale as some rumours are suggesting. That would destroy the Aston Martin brand within 10 years.

Douglas Smith