Aston Martin: How Recycled Platforms and Eight-Year-Old Tech Could be the Brand’s Downfall

Unlike Bentley, Lamborghini, Ferrari and Rolls-Royce – who are owned by highly successful mainstream brands Volkswagen, Audi, Fiat and BMW respectively – specialist manufacturers such as Aston Martin have a hard time in the market.

Whereas a company like Mercedes-Benz can afford to spend €5 billion (US$7.1 billion) in one year on research and development, the Gaydon-based manufacturer of performance/luxury coupes is planning its next models on the eight-year-old platform that first underpinned the DB9 coupe in 2003!

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Aston Martin: How Recycled Platforms and Eight-Year-Old Tech Could be the Brand’s Downfall

Unlike Bentley, Lamborghini, Ferrari and Rolls-Royce – who are owned by highly successful mainstream brands Volkswagen, Audi, Fiat and BMW respectively – specialist manufacturers such as Aston Martin have a hard time in the market.

Whereas a company like Mercedes-Benz can afford to spend €5 billion (US$7.1 billion) in one year on research and development, the Gaydon-based manufacturer of performance/luxury coupes is planning its next models on the eight-year-old platform that first underpinned the DB9 coupe in 2003!

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Aston Martin's Low-iQ Cygnet Caught on the Streets of Düsseldorf

If we had to give a prize for the most ridiculous new car of 2010, it would go hands down to Aston Martin's Cygnet luxury mini. The British firm's pint-size model is nothing more than a Toyota iQ (Scion iQ in North America) decorated with fancy-pansy wraps - something like those silly replicas we show you from time to time with an even sillier price tag.

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Aston Martin Cygnet makes its global debut... in Harrods window

Ah, Harrods. Not only is it the swankiest and largest department store in the world, but starting from today and running through December 11, it will also be home to Aston Martin's new luxury city car, the Cygnet. The British firm's polished up Toyota iQ is making its global debut at the renowned shopping center in London occupying a prominent position in the store's Brompton Road window display.

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