Monday, March 4, 2024

Banishing the Bentayga

Aston Martin pledges not to follow Bentley into the SUV market

 

Aston Martin’s CEO Andy Palmer illustrated his brand’s dedication to authenticity when he was recently interviewed by The Drive’s Brett Berk.

 

Banishing the Bentayga – Aston Martin confirm they will not make an SUV
Andy Palmer confirmed Aston Martin will not venture into the SUV market

 

In the feature, Berk commented:

 

“Practically speaking, every one of our customers has a Range Rover sitting in their garage. So the sensible decision would be to make a Range Rover. But our DNA doesn’t allow us to go there. There is no beauty in there. You cannot make a beautiful SUV, it’s impossible. Because the raison d’être of an SUV is basically maximizing versatility, maximizing space, which means you make a box. And boxes aren’t beautiful”.

 

Focusing on specialisation on high-end sports cars is a sensible approach for Aston Martin given their foray into the super-mini market with the Cygnet was such a disaster. The Range Rover will always remain the king of 4x4s and though it will sell like hotcakes, Bentley’s Bentayga is nothing but an ugly duckling.

 

 

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