Saturday, August 27, 2022

Banishing the Bentayga

Aston Martin pledges not to follow Bentley into the SUV market

 

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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

 

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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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