Aston Martin power?

Aston Martin is planning to release a new car, the Aston Martin cygnet. The cygnet is not an ultimate luxurious sports car like the other cars that Aston Martin produces, to see the entire offer visit www.astonmartin.com . The cygnet is a remake of the Toyota IQ (but more expensive, since you have to pay for the Aston Martin emblem ). With the cygnet the company will try to expand its market towards people with less purchasing power, that’s why the cygnet is an example of a brand extension by Aston Martin. Rather the brand extension will succeed is not sure, since Aston Martin now risks to lose his status and elite credentials. Despite this risk Aston Martin does have good motivations to sell the cygnet. Some of the reasons are to meet with the CO2 emissions the EU targets, other reasons are the fact that the crisis makes it hard for Aston Martin to make money and the interest of people for hybrid cars. Conclusion I don’t think this is the right market strategy, because they want to sell this model to people with less purchasing power, but for half of the price you have a similar car from another brand. On the other hand Aston Martin does have the experience on the surface of brand extension, for example with Hackett, that designs clothing with the emblem on it.

Tom Debakker