Aston Martin CEO expects Cygnet minicar to become cult icon

Many were surprised that Aston Martin remained profitable throughout the economic crisis.

Recently, CEO Ulrich Bez expressed confidence that the company will continue to make a profit in the coming years. Its new Cygnet minicar is expected to be successful just like the models featured in the James Bond movies. In 2007, Ford Motor Co. sold the British luxury sports car brand for $674 million in 2007 to a group of investors led by Kuwait's Investment Dar.
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Whelan - 11/5/2010 12:07:47 PM

+3 Boost

So what's the price range of the Aston Martin/Toyota iQ?

Dustbuster - 11/5/2010 1:59:45 PM

+4 Boost

Can anyone think of the last time a re-badged car (to a company not owned by the same group) that was successful?

AlleVier - 11/5/2010 2:44:50 PM

+2 Boost

I don't know, but I think they're right. Think about how many people will buy it just to be able to say they have an Aston Martin, knowing that at least it's going to be somewhat reliable. I'd drive it to my favorite hangouts, leave the lights on, wait for someone to announce that there's an Aston Martin in the parking lot with it's lights on and then loudly shout, "Oh stupid me." (Of course, then I'd never drive it back lest someone ask to see it.)

MorePower - 11/5/2010 5:07:31 PM

+1 Boost

Mr. Bez is smart. He never said it was going to sell particularly well, he just said it would have a cult following. Personally, I don't see why anyone would pay the premium for this car unless they had to have every Aston model made.

veyron1001 - 11/5/2010 5:19:23 PM

0 Boost

You have to buy an Aston Martin to be able to buy this car.

kuvakas1 - 11/5/2010 11:01:22 PM

+1 Boost

I can see it becoming a status symbol among Aston owners, who are the only ones eligible to buy them. They can feel environmentally responsible and ultra hip (in a gas conserving way) while they get to keep their fire breathing "standard" Aston. With relatively few of them made, I'm sure the secondary market will be healthy as well. The car looks like a lot more fun than a Prius.

AlleVier - 11/8/2010 1:29:52 PM

+1 Boost

It'll be interesting to see how quickly these reach the used car market. I'm pretty sure an Aston owner could recoup every penny spent on this car given the price it'll fetch for novelty alone.

internationalmanofmystery - 11/8/2010 10:23:21 AM

+1 Boost

...based on the novel Great Expectations

JB007 - 11/10/2010 7:31:11 AM

+1 Boost

They will not reach the used car market - that is the point. Firstly you have to be an Aston Martin owner in order to qualify to get one - then you enter into a contract with Aston that you keep the car and if you want to sell it - they will buy it back from you. Then you pay the asking price which is somewhere between 30,000 - 40,000 EUR.