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Aston Martin Lagonda Ltd
Aston Martin is a company and a brand that has embraced change without compromising its worldwide reputation for understated style and elegance. An Aston Martin combines power and sporting ability with refinement, luxury and exceptional beauty.
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It's car launch time for Aston ...
It's car launch time for Aston Martin and I'm at the Harston dealership talking to UK sales manager Marcus Blake about the firm's first city car.
"We got things wrong in the sense that we thought that the orders would be split into 40 per cent manual and 60 per cent CVT," Marcus
says of the gearbox choice.
"In fact it's nearly all CVT.
We also thought that most customers would opt for the Black Edition," he
remarks of the trim options, "but no - it's the White Edition that's selling in far greater numbers.
"It's a totally new business case," he
"In terms of our customers it's a second or even a third car, perhaps for the son or daughter going to university.
So what's the logic of getting into this sector?
"To be totally honest it was born out of necessity.
We want to carry on producing 4.7-litre V8s and 6-litre V12s but the launch of the Cygnet acknowledges that a lot of our customers live and work in the city where space is at a premium and the Cygnet addresses that."
"It's a whole new chapter," Marcus
says, adding, with a twinkle in his
eye, that "we don't want it to be too popular - we'd rather our craftsmen were building a DBS which delivers a lot more to our bottom line.
"We have a donor platform," Marcus
says of the situation.