Aston Martin's brand stretch madness

In our book "Brand stretch" we talk about the over-crowded "brand extension graveyard". When we share this in workshops, people laugh at the examples, such as Cosmopolitan Yoghurt, Levi's Suits and Harley Davidson Cake Kits. Well, get ready for another candidate to join these failed extensions. Aston Martin are working on a a small city car to be created in partnership with Toyota, based on their IQ model, as reported in Mark Ritson's latest column.

According to the CEO of Toyota Motor Europe, Tadashi Arashima, ''This collaboration represents a natural pairing of strategies: a small yet spacious package, perfect for the city driver, finished off with Aston Martin's iconic design language." The fundamental flaw is there at the end of his sentence: "iconic design language". It may have the same front grille as an Aston. But under the bonnet? Your hair dryer would make more noise.

I wondered if April Fools had com early. But no. It really seems to be true. Crazy, but true. I love the picture above, with the Aston Martin craftsmen working on this clay model of this funny little thing, with a poster of the beautiful DB9 behind it.

We analyse any brand extension using a simple framework of brand build and business build. You want hero extensions like the Apple iPod and the Gillette Fusion razor that do a great job on both dimensions. You can also accept a big business builder that had a moderate or neutral impact on the brand image.

Business Build
Well, the Cygnet could sell OK. As Mark says, "Reports suggest you will soon be producing 5000 Cygnets a year, making it your company's number-one production model."

Brand Build
But what about the brand building effect? Well, you have to work really, really hard to create an extension that is SO bad it has a detrimental effect on your brand that harms the business. But, the Cygnet could be one of those. Clearly the product is a betryal of the brand values of "power, beauty and soul." And this is likely to piss off the drivers of V8 Vantages (c.£86,000 a pop) and DB9s (c.£100,000 a ride). Piss them off to the point they fall out of love with the brand.

This happened to the Porsche with the ill fated 924. This low priced model was, like the Cygnet, at odds with the brand's "product DNA", and had a negative effect on drivers of the core 911 car.

Learning from other examples
But what about the Mercedes A Class? That's a little car that has done OK. The difference is that Mercedes already had a broad product line across a range of product categories, from sporty to family to off-road. It just needed to deliver premium quality and comfort in the new category of small cars.

But Aston Martin is different. It only makes high perforamance sports cars. And you can't apply this product DNA to a city run-about with 67 horsepower.

I think we will need to wait a few weeks to check this isn't a hoax. If its not, then I can't wait to see the reaction when its launched.

Comments

[Margot]

Im not trying to put a deownr on your comment but i dont like any of them. The ASton Martin costs too much money. You can get a V8 vantage for $118,000. The viper is made in america and no offence, but amreican cars arent as good as german and italiann cars with quality

[Rodrigo]

-"Cool one, Elin! Anyway, how funny.. this morning I lstied to Beyoncc3a9 - Upgrage (ft. Jay-Z).. and I see you are diggin' her music too.. I like that! One 1 thing I've to say to finish this comment... Happy New Year, Elin. I wish you the best. Always lots of love. Xo"

[buy tera gold]

This is an excellent blog because it has good volume of information, everything is described in the simplest manner and all information on this blog is genuine and real.

[Leisa Dreps]

Now I know what a baby Aston Martin looks like. That small thing looks like it came out of a Micro Machines' box. The 67HP is like an Aston Martin telling you, "please, let me catch my breath."

[Jordan 8]

Count your age with friends but not with years. Good luck to you!!

[Boracay Island Hotel]

I just like the way Aston Martins look, its so masculine and fast.

[Baby Registry]

Aston Martin is probably one of they best because of its endurance and durability.

[David Taylor (brandgym)]

BTW Simone, would love to hear from you on the "many other reasons why this concept could become a success" based on your research.

Give us 3 good ones, that readers of the blog think are valid, and a free copy of Brand Stretch is yours!
;-)

David

[David Taylor (brandgym)]

Nick/Jerome, I'm with you. The Cygnet is an April Fool's joke.

Simone, Your comments on spelling (BTW, its Cygnet not cygnet ;-) ) and price points (I meant DB9) don't change the fundamental point: this extension can only harm the Aston Martin brand equity.

Even more amusing is that the new (and interesting) fact you add, that this will be offered only to Aston Martin owners, makes it an even worse example of brand extension. The brand "pollution" will be forced down the throats of the very people it will do the most harm to!

David

[Nick]

I honestly thought this was a joke when I first saw it. Then I thought it must be a college project. Can a leader in Aston Martin actually regard the Cygnet a viable product extension?!

If they want to eat Mini Cooper’s lunch surely a sister brand would be safer, rather than devalue the prestigious marque (similar to Smart being owned by Mercedes).

Even with exclusive distribution aimed at the 30% of existing Aston owners who own a Mini-sized car, I can imagine Aston’s staff being amongst the biggest dissenters.

With the motor trade in disarray will Aston look like they’ve taken to the bottle? Then again, I can actually see them selling (for better or worse)!

[jerome]

@simone - it will still have only 67 horsepower engine... laughable!

I just compare this to the Sunday athletes who have all the gears and props but are just helplessly crap at it.

[simone]

Not only are your facts wrong... V8 vantage starts at £83,000 and what on earth is a DB5S? I presume you mean DBS which has a starting price of £160,000 - 5 minutes of simple internet research would have told you this... but your spelling is appalling! Astom Martin?? Proof read much?!

Also, the fact that you have conveniently left out the fact that the cygnet will be exclusive to Aston Martin owners as an optional extra, will help to maintain brand exclusivity.

There are many other reasons why this concept could become a success- those who have done their research can tell you this!