The company’s foray into the entry-level segment — the Toyota iQ-based Cygnet — was primarily intended to increase its fleet-wide emissions average, though it was also expected to more than double the brand’s overall sales volume. The model was axed after just a few years of extremely poor sales, however.
Julian Jenkins, president of Aston Martin’s Americas operations, suggests the company has no plans to repeat the mistakes made with the Cygnet. The Vantage GT, and its six-figure price tag, are said to be comfortable entry points for the lineup.
“I think today, certainly for Aston Martin, we focus on … sports cars,” he told Autoguide in a recent interview. “That’s where we come from and that’s our niche.”
Most luxury brands have experienced a boom in sales, and Aston Martin is considering expanding its upmarket range, rather than moving into lower segments, to take advantage of the market conditions.
Following the introduction of the Lagonda sedan for customers in the Middle East, the company is said to be considering Lagonda as a sub-brand with wider ambitions across the globe. Rumors surrounding a high-end SUV have also persisted, with the latest reports pointing to market availability in 2021.
“If there is a segment, if there is an opportunity that we can sit comfortably within we will go after it,” Jenkins added.
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