Badge-engineering has a bad name in the industry for a reason. It’s essentially a cheap way to expand a brand’s portfolio, but it does not respect heritage and brand values. Think of the ridiculous Chevy TrailBlazer–based Saab 9-7X or, further back, Cadillac grafting its logo onto a Chevrolet Cavalier and selling it as the Cimarron.
Yes, It’s Real
Imagine then what the Cygnet, an awkwardly restyled version of the 117.5-inch-long Toyota iQ minicar, is going to do to the image of Aston Martin, one of the most prestigious ultra-luxury brands and self-proclaimed “world leader in exclusive niche engineering.” Believe it or not, the blobby Aston Martin Cygnet, which is only a concept for now, is set to go on sale in Europe in the first half of next year.
The Toyota iQ was launched in January 2009 as Toyota’s answer to the rear-engine Smart. (It is likely to come to America soon badged as a Scion.) Unlike the Smart, but in typical Toyota fashion, the iQ is conservatively engineered. The tiny four-seater houses its powerplant up front and rides on a platform that draws heavily from the bigger Yaris. Weight varies depending on equipment and engine, but the iQ generally tips the scales at just over a ton.
According to an Aston Martin spokesperson, the company does not plan any changes to the iQ’s powertrain, and the Cygnet will likely become available with the iQ’s full set of powerplants. This includes a 67-hp, 1.0-liter three-cylinder gasoline engine; an 89-hp, 1.4-liter turbo-diesel; and a 97-hp, 1.3-liter gasoline four-banger. Toyota offers five- and six-speed manuals as well as a continuously variable transmission. With the most powerful unit, the Cygnet will be able to run from 0 to 60 mph in a leisurely 12 seconds or so. Top speed is quoted at 106 mph for the Toyota, and traveling that speed in the Cygnet should prove as thrilling as doing 200 mph in its supercar, er, siblings.
The iQ’s roof and door panels, and even the headlights and side mirrors, are carried over for the Cygnet. Of course, the Aston is also stuck with the iQ’s cartoonish proportions. The main changes pertain to the front end, which makes a comical attempt at being a grown-up Aston Martin by wearing the company’s trademark grille, as well as busy-looking air scoops which the Aston design team managed to squeeze onto the flanks and tiny hood. The interior is likely to be more sumptuous and more attractive than the iQ’s, offering multiple personalization choices at a similar level to that currently offered with other (actual) Aston Martins, according to the spokesperson.
Priciest. Tiny. Toyota. Ever.
The Aston tinsel comes at a price. “It is too early for us to specify an exact price,” Aston offers, “but we believe the Cygnet will be offered for around €25,000 to €30,000”—the equivalent of $35,000 to $42,000. By contrast, in Germany, the genuine article from Toyota starts at around €13,000 for a five-speed 1.0-liter and rises to just under €17,000 for a 1.3-liter with the CVT.
While the Cygnet’s styling, package, and powertrain may not endear it to current Aston Martin owners, its sheer exclusivity might convince some of them to buy one anyway. Because an Aston—or Lagonda—owner is what you need to be to be allowed to purchase the Cygnet, at least at the beginning. This arrangement will spare dealers the inconvenience of having common folk pulling up in their 9-7X or Cimarron, hoping to trade it in for a fuel-sipping runabout with a flashier badge, and Aston CEO Ulrich Bez sees the car as serving current Aston owners in a role “akin to an exclusive tender to a luxury yacht.“ (Besides, Cygnets will make great service loaners for Aston dealers, and who wants to parallel park a DBS for a quick run to Tesco to grab a packet of crisps?)
The chances the U.S. market will be spared are slim. “Our immediate priority is with existing Aston Martin customers and we will start to make the Cygnet available in Europe first. We would expect our existing largest markets, such as Italy, Germany, France, and the U.K., to have the highest demand. However, the U.S. will be a priority too,” Aston Martin offers. We can’t wait.
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