Aston MartinCygnet is dead! Today Aston Martin officially announced their decision to stop making Cygnet model. Honestly, I am bit sad with this news, despite all efforts tiny Cygnet could not keep up with its older siblings.
Since the Cygnet was revealed, it never managed to achieve any success or respected by the consumers. Aston Martin first announced that, Cygnet will be available to existing Aston Martin owners and they changed their mind and then they change their mind again. Because, it was based on Toyota iQ without any technical modification and didn’t have enough money to replace the Toyota details.
Honestly, it was obvious mistake since the beginning. Aston Martin tried to reduce their fleet emission level by cutting corners and did not manage to reveal a proper luxury small car. Actually, luxury small car market is immature. MINI Inspired by Goodwood version managed stay in dealers to attempt world record. Their demand is so niche and so weak, manufacturing is not a feasible option.
Now, Cygnet will take its place on Aston Martin’s history as a failure from the beginning. I am sure, the small luxury car market will expand in future as the younger generation who loves to play with iPhones gets older. However, wrapping up a Toyota iQ was not a very reasonable solution to reveal a luxury product.
If Bentley produces a small Bentley based VolkswagenPolo platform, it will be the right time!
Actually, I liked the Aston Martin Cygnet. It was a very cute car but its fate was not that bright. And I am really happy to see it in real life.
Aston Martin Cygnet, as known as the small Aston Martin or Aston Martin based on Toyota iQ. Whatever you call Cygnet, it is sold in Aston Martin dealers with a reasonable price tag. I barely had chance to see a Cygnet, since it was revealed. The main reason for this, Cygnet is an expensive small Aston Martin based on a Toyota, and people want to own a proper Aston Martin.
Despite all the negative reviews and opinions on Cygnet, I still like Cygnet. However, it is only in terms of design. Aston Martin managed to transfer its design culture to this small vehicle. And when you see the Cygnet, you easily understand it is an Aston Martin. This is the same for interior as well. Cygnet’s interior is full of leather and stiches, which is quite rare to spot inside a small Toyota. Even though some of the parts are the same Toyota, you still feel the Aston Martin design culture.
I still consider Aston Martin Cygnet under the fashion item or luxury handbag. Its design and price to functionality resemble with the expensive handbags.
Aston Martin Cygnet is powered by a 1.3-lt petrol engine with 98 HP and 125 Nm of torque. It is coupled with a CVT automatic gearbox. Cygnet needs 11.6 seconds to reach 100 km/h with the top speed of 170 km/h.
Today I did my first twitter interview with PR manager of Toyota GB, Scott Brownlee. I was a bit excited as it was my first live twitter interview, my previous interview always recorded and uploaded to YouTube later. However, this time what I wrote was going to be seen my hundreds of people.
During the interview with Scott Brownlee; we talked about Toyota Prius Hybrid, indestructible SUV Land Cruiser, new sports car GT86 and future of social media. Also, he reminded the rally version of Toyota Prius from year 2002.
I totally forgot, Scott mentioned why Toyota Land Cruiser is one of the best SUVs on market.
You can read the rest of the interview here or check it from twitter by #toyotainterview hashtag.
My first twitter interview is with a #mipaa member #toyotapr, you can follow the conversation with #toyotainterview hashtag
Uygar Kilic @uygarr
Today I am with Scott Brownlee @toyotapr for my first twitter interview #toyotainterview
Uygar Kilic @uygarr
Thank you very much @toyotapr for the interview #toyotainterview
Uygar Kilic @uygarr
@uygarr Good afternoon. Happy to be involved. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR This is my first twitter interview and I hope it will go well #toyotainterview :))
Uygar Kilic @uygarr
@ToyotaPR Before we start, could you tell us about your background? #toyotainterview
Uygar Kilic @uygarr
@uygarr I studied mechanical engineering at Strathclyde University. I wanted to be a race car designer. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr After graduation I applied to just one car company and was lucky enough to get the job. It was Austin Rover in 1984 #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR It seems like you are very close to your dream. Did you ever have chance to race? #toyotainterview
Uygar Kilic @uygarr
@uygarr There is joined a mysterious department called PR. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR For how long do you work for #toyota ? #toyotainterview
Uygar Kilic @uygarr
@uygarr Only in karts. I did get the drive the 6R4 Group B rally car. It was also driven by Senna #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR Sounds amazing! I think that’s a great chance to race with Senna’s car #toyotainterview
Uygar Kilic @uygarr
@uygarr I joined Toyota GB 16 years ago this month. I came from Cosworth, BMW before that. #toyota #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr “My” car. ;-) #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr I didn’t compete in it, just drove it at a test track. No pictures, sadly. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR You had opportunity to work in different car companies. Sad to here that no photos :( #toyotainterview Now a bit #ft86
Uygar Kilic @uygarr
@ToyotaPR It seems like #Toyota is going to back rear-wheel drive segment with #ft86. Last rear-wheel drive one was Supra #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR sorry it is #gt86 #toyotainterview
Uygar Kilic @uygarr
@uygarr Yes, although don’t forget the MR2. It was fun. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr The benefit of rear wheel drive is the fun you can have with the balance of the car in corners. #gt86 #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR You are definitely right #mr2 is also rear-wheel drive #toyotainterview
Uygar Kilic @uygarr
@uygarr The GT86 gets back to the basics of a good sports car. #gt86 #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr We are all excited to have a sports car again and it seems a hit with media and owners too #gt86 #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR Does it mean #toyota will reveal more sports car in future ? #toyotainterview
Uygar Kilic @uygarr
@uygarr I can’t talk about specific future plans, but Akio Toyoda has already said there will be more. #toyota #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR that sounds great!! #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR And my next topic is #hybrid. If there is a conversation about #Toyota, we cannot skip the hybrid #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR Correct me if I am wrong, #Toyota is the first company introduced the mass-production #hybrid cars with #Prius #toyotainterview
Uygar Kilic @uygarr
@uygarr To be fair, Honda were slight ahead with the original Insight, but Prius was a much bigger seller. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr I remember the meeting where an engineer described this new technology to us. Amazing to think millions now sold #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR Millions of #toyota #hybrid are driven. That’s a very big number and great achievement #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR especially in terms of #toyota reliability #toyotainterview
Uygar Kilic @uygarr
@uygarr We have a couple of original Prius here, one standard and one a rally car. Very proud of that project. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR I know about the #prius #hybrid #rally car. Many people may not know it. Could you tell about it a bit? #toyotainterview
Uygar Kilic @uygarr
@uygarr Sure. We were approached by a journalist, Nik Berg, with the idea which we thought was a good one…. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr The rally was 5000 miles from Sweden Jordan. It became the world’s first hybrid to finish an FIA sanctioned event. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR 5000 miles is a real a long journey even for a non-hybrid car! Well done to #toyota #prius #hybrid #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR Lastly and my favourite, #Toyota #LandCruiser. For me, it is the best of the best four-wheel drive #toyotainterview
Uygar Kilic @uygarr
@uygarr Here’s a link to the press release isued at the time. http://bit.ly/IGarzF #prius #hybrid #rally #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR Nothing in the world runs like #Toyota #LandCruiser and they never broke down #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR Can you tell about a bit about #Toyota #LandCruiser? #toyotainterview
Uygar Kilic @uygarr
@uygarr Thank you. They are renowned for their go anywhere ability. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr Almost everywhere in the world apart from the UK Land Cruiser is the 4×4 of choice. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr There is an apocryphal story about a road in Australian outback which has a sign reading… #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr …”Land Cruisers Only Beyond This Point” because you breakdown out there you risk death. #Toyota #LandCruiser #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr There is funny TV commercial on a similar theme http://youtu.be/isC32ev4Lw4 #Toyota #LandCruiser #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR I guess this road sign explain everything about #toyota #landcruiser #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR And why we don’t see many #toyota #landcruiser in UK? #toyotainterview
Uygar Kilic @uygarr
@uygarr In the UK we are in Land Rover’s home market so we understand it is different. #toyota #landcruiser #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr I like to think UK Land Cruiser customers buy for a purpose, not posing ;-) #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR That’s why I love #toyota #landcruiser #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR And I have noticed something with #Toyota #LandCruiser. It is the most common security vehicles for politicians #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR We always see Toyota Land Cruiser in the convoys regardless of country. Why #LandCruiser? #toyotainterview
Uygar Kilic @uygarr
@uygarr I think it is a sixty plus year reputation for reliability in many countries, especially Middle East and Africa #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr Combined with Hilux, our other indestructible 4×4, the Land Cruiser is very common when the going is tough #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR that explains everything about #toyota #landcruiser and #hilux #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR And #socialmedia. What do you think about the future of #socialmedia in #automotive industry? #toyotainterview
Uygar Kilic @uygarr
@uygarr Big! #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr The great thing about social media is interacting directly with owners and fans. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR a note, I met with you from twitter before #mipaa event #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR I totally agree with you. And this makes #socialmedia dynamic and creates its own path for #marketing and #pr #toyotainterview
Uygar Kilic @uygarr
@uygarr We have a social team here at @ToyotaGB. Our greatest advocates are our owners and potential owners… #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr ….like to “speak” to them so social is the perfect way to do it. It will only get bigger and more influential #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR that’s a great explanation of #socialmedia, bigger and bigger #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR And how @ToyotaGB perceive the bloggers? #toyotainterview
Uygar Kilic @uygarr
@uygarr I have to say those that I’ve met, and we try to meet up as much as possible, are great enthusiast for cars. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR That sounds great for us, #bloggers #toyotainterview
Uygar Kilic @uygarr
@ToyotaPR and lastly, what car do you drive? #toyotainterview
Uygar Kilic @uygarr
@uygarr I see people willing to put in time and effort to publish. As such I see a close similarity to traditional media #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR that’s exactly what we are doing #bloggers, and great to hear from a such big company #toyota #toyotainterview
Uygar Kilic @uygarr
@uygarr I am very lucky. Not only do I get to drive all the Toyota and Lexus range, we borrow competitors cars too. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr This week we have something of both at once – an Aston Martin Cygnet. #toyotainterview
Scott Brownlee @ToyotaPR
@uygarr But my usual car is a Prius. I also had the tartan iQ for a while, but it has been sold now (sadly) #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR Did you like the Aston Martin Cygnet? #toyotainterview
Uygar Kilic @uygarr
@uygarr I haven’t driven it yet, but I am sure I will. I imagine buying an old (i.e. afordable) Cygnet for when I retire. #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR And that’s the end of the #toyotainterview. Thank you very much for joining and apologise for any typo :)
Uygar Kilic @uygarr
@uygarr Thank you!. It was fun (for us anyway). #toyotainterview
Scott Brownlee @ToyotaPR
@ToyotaPR The interview will be available tonight http://www.CarAndLife.net and greetings to everyone in @ToyotaGB #toyotainterview
Uygar Kilic @uygarr
Aston Martin Cygnet is one of the biggest question marks in automotive industry. It is popped up version of Toyota iQ! The engine is same, transmission is same, suspension is same; actually except exterior and interior, the rest of the car is same. Toyota delivers the iQ to Aston Martin semi-naked and, Aston Martin dresses up with lots of leather. However, you still have the same Toyota key! Therefore, I consider Cygnet as a fashion accessory. If I consider it as a luxury ultra mini car, I have to criticise the unchanged parts from Toyota and their restless harmony with the Aston Martin badge.
Recently, I found out that Aston Martin managed to sell only 89 Cygnets last year in UK. Just 89! From an optimistic perspective, Mercedes sold only 5 Maybachs in 2011! I guess 89 can be considered as a moderate success!
This two-digit number, 89, proofs that even people who will not bothered to spend £31.000 on a small car did not like the idea of Aston Martin’s Toyota iQ interpretation. If a car company plans to introduce a luxury model, they have to revise the engine software, exhaust design, suspension settings and offer the same key with the rest of the fleet! Honestly, I really like how Cygnet looks like but I would never pay that money!
In terms of fashion, this is like; Louis Vuitton buys unprinted t-shirts from H&M and sends to LV. Then LV, attaches some leather and replace the brand sticker inside and sell it under LV brand.
Finally, there are some proper driving shoes for women. The British shoe brand Jimmy Choo announced its driving shoes collection for women. I am sure that, many women were thinking what to wear while driving a car. Hopefully, they have the expensive alternative.
If you are planning to buy an Aston Martin Cygnet and concerned about the perfect shoes to drive it, here is the opportunity. Like Cygnet, these shoes are over-priced too!
I think many of you heard the new small Aston Martin. Sorry, micro Aston Martin, called Cygnet. It is based on Toyota iQ, actually except the exterior and interior, everything is the same. As the Cygnet is a luxury interpretation of Toyota, and Aston Martin has to do something. It not very nice to remembered with Toyota. Or in other words, people should not remember the Toyota when they see a Cygnet on street!
In order to avoid this problem, they held a special and exquisite event, a catalogue that explains the luxury character, a vehicle placed at Harrods store, and many other things. And I can clear say that, their effort is really respectful and they achieved their goal! However, there are some interesting bits remained.
As the Aston Martin produces only rear wheel drive cars for last two-three centuries, they are not familiar with the senseless front-wheel drive technology. And this unusual condition demonstrates some interests outcomes. As the Aston Martin does the marketing and writing the contents of specifications, things became complicated!
At Cygnet’s specification, they mentioned this “front mounted engine and differential” and next line “front-wheel drive”. When you first read these, they don’t sound wrong but when you read them again, they sound really interesting. Why? A front-wheel drive car always has the differential positioned in the front, in terms of engineering it is impossible to make a front-wheel drive car with the differential placed at the rear. I know that Aston Martin wants to emphasise the front-wheel drive but this is too much detail. Because, they already mention that it is a front-wheel drive in the following line. So, it is bit extra information.
Now, for the women readers I want to explain this conflicting situation. I mention that a car cannot be front-wheel drive with a differential placed at the rear. If something ever designed like this, it will definitely look high-heeled shoes where the heel is placed in the front and the real heel left with nothing. Technically, it will impossible to walk this kind of wrong placement. What Aston Martin mentions in terms of women terminology, high-heeled shoes with the heels placed at the heel of your feet. This is not wrong information but it is too much.
I added this extra information because, Cygnet received respectful amount of women attention.
After the Aston Martin revealed the Virage as the new vehicle to fill the market gap between DB9 and DBS. Similarity of Aston Martin became more obvious. All Aston Martin models expect Cygnet, look the same from the front. BMW had this design concept a decade ago but it did not work well, Audi is doing the same right now and everyone is criticising them. Interestingly it is not that annoying like mass production brands, all Aston Martins look the same from the front but it never kills the attractiveness.
I really don’t know what to say about Aston Martin Cygnet. A pointless car or a huge marketing achievement. Today Aston Martin announced the price of Cygnet (Aston Martin’s city car based on Toyota iQ) and it is priced at £ 40 000 (€ 47 000 / $ 63 000). This price tag to a car which is based on a Toyota is a real question mark!
In terms of marketing; Aston Martin did a piece of art vehicle. Exterior and interior design of Cygnet is a great interpretation of Aston Martin design concept. You can see the each detail of Aston Martin identity on Cygnet. The air holes on bonnet, the front look, the precision in interior design and high quality interior. Honestly Cygnet’s interior is one of the best interiors on market. You can buy this car just for its interior design. Unfortunately there are some buttons transferred from Toyota too! This was unavoidable, overall it is a real piece of art Toyota.
The pricing is very well designed like the interior. £40 000 is a good price to prevent people who cannot afford to buy a descent Aston Martin and end up in Cygnet! This is serious problem for brand extension. You just introduce a new lower segment car and new customers adore it but your royal customers run away.
High price means one thing, this car is not for you! If you are planning to buy an Audi A3 and you just waited for Cygnet for your new car, you made a mistake. Cygnet is not an alternative for A3 or Golf or Focus consumers. £40 000 means, this car should be bought by people who already have an Aston Martin or Bentley or Ferrari or Rolls Royce or anything which does not fit to narrow city roads. People who do not wish to destroy their style by small city cars are the target group. And there are lots of people like this! However I know that many people will save money to own an Aston Martin and they will buy one Cygnet, and they will say I have an Aston Martin.
Let’s see the real picture. Cygnet is based on Toyota iQ and expect the design, the rest is the same. Engine, transmission, exhaust, suspension and this list goes on! Unfortunately iQ is not a luxury vehicle and does not offer something special. Aston Martin did their best to redefine the iQ but this is the limit.
For £40 000, you will get a 1,3lt Toyota engine which is the same engine in iQ, there is nothing changed. Two gearboxes, a manual and an automatic. The automatic is an automated manual transmission, which means it will be terrible. The suspension remained the, the rear suspension is a torsion bar. And this means, there is no proper suspension on rear wheels. The pot holes can be felt by your whole body. This technology is cheaper than a descent suspension and mostly present in budget cars (Renault Clio, Peugeot 206, Toyota Auris). This means the traditional Aston Martin comfort may not be present in Cygnet also.
And lastly, you can buy a descent second hand DB9 for £40 000 and it would be a proper car. I know the main target group of Cygnet is the customers who already have an Aston Martin and don’t like second hand car.
In my opinion, we can see a very interesting target group for this car. A totally unexpected customer group may end up in dealer. This happened with Tata Nano, a cheap car for poor people and rich people in India bought Nano for daily driving. Cygnet will be a Kinder Surprise for everyone.
Why Aston Martin did this crazy thing? Because, they have to reduce their CO2 levels upcoming EU regulations. Unfortunately Aston Martin is a lonely brand unlike others. Bentley, Bugatti, Porsche are sub brands of Volkswagen, Ferrari is a sub brand of Fiat, Mercedes and BMW have low emission vehicles. So except, Aston Martin everyone can reduce their overall CO2 level to satisfy future EU regulation. For Aston Martin, offering a car based on iQ was the best option.
Honestly if I have chance, I might buy a Cygnet. I really like small city cars with nice interior and high quality interior.
