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Aston Martin Cygnet A Slow-seller, Boss Blames Supply Photo:
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Mike Stevens | Sep, 21 2011 | 0 Comments

If you thought Aston Martin would struggle to move its luxuriously-appointed makeover of Toyota's iQ city car, the Cygnet, you likely weren't in the minority.

News this week is that you would have been right, too - but according to Aston boss Ulrich Bez, a lack of appeal isn't the Cygnet's problem.

Speaking with the British press this week, Bez said that the Cygnet has proven wildly popular with its target market, but slow supply is keeping buyers at bay.

“We can’t deliver as many as the customers want, as we don’t have enough stock," Bez told Britain's Autocar.

"It is the sort of product a customer sees and decides they want on the spot – they don’t want to have to wait for their car to be built, but to drive it away there and then.”

Could it be, then, that the Cygnet represents a AU$47,000 impulse buy for Europe's wealthy? Confronted with the idea of coughing up the cash and having to wait a few months, buyers may be second-guessing their purchase.

Bez also pointed to a lack of advertising as a contributor to the Cygnet's slow sales. A 'Cygnet Store' is set to open in London's Park Lane in the coming months however, which Bez believes will have "a dramatic effect on our visibility."

 
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