DownsideUpDesign

Musings of an Aussie design strategist gone North

Brand Capital and How Not to Spend It

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Over the last decade I’ve noticed an increasing number of brands willing to cash in on their previously unimpeachable images in the chase for bigger margins.

Sloppy strategies and even sloppier products have dealt manifold blows to companies like Mercedes-Benz (1st gen. A-Class, R-Class and Maybach), Porsche (Cayenne) and BMW (X6, X5 & 6Ms and 5 Series GT). For now, these brands can manage it. Decades of superb, focussed products have established strong brand perceptions that will take a few cheap hits (although I’d argue that Mercedes is really starting to try the patience of even the mainstream car nut with products like the new E-Class).

There are other brands, however, that can’t afford to play so loose and free with their brand capital and Aston Martin is a prime example. Read the rest of this entry »

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Filed under: Adventures in Brand Extension, Branding, Car, Car Culture, Design, Design Strategy, Eco, Premium, Sustainability, Things I Hate, , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Unslick Sticks: Aston’s been raiding the parts bin again

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The first pictures of the interior of the one point seven five million dollar (US) Aston Martin One-77 were published today after the car’s official reveal at the illustrious Villa d’Este Concorso d’Eleganza.

Whatever you may think of the overall design theme, allow me to draw you to one tiny yet, for me, crucial detail: the indicator/wiper stalks.

Just in case you hadn’t got it in the opening line, this car costs ONE POINT SEVEN FIVE MILLION DOLLARS yet possesses black plastic sticks that would be right at home in something costing a hundred times less.

Lest we forget, the Bugatti Veyron, the hallowed company of which the One-77 would like to keep, possesses milled stalks with tolerances that would make a Swiss watchmaker weep. They’re also reputed to cost $4000 a pop.

For this wannabe sybarite (me, not the Aston), something ripped out of Grannie’s hatchback just doesn’t cut it.

More befuddling is that pretty much everything else in the cabin has been lovingly hewn from crystal, stainless steel, carbon fiber and Bang & Olufsen, materials that send a serious message about the craftsmanship of the car. Against this background, the presence of black plastic is somewhat of a shock.

To be fair, this car is number 1 of 77 and may be pre-production, but Aston’s got a history of bin raiding: the Vanquish was lambasted in the press for having Volvo S80 vents and Ford Fiesta stalks.

I would have thought, now that Aston is charging almost six times as much for this new beast as they did for the Vanquish, that they could have lashed out on something a bit more special. When you see the care an attention that has gone into detailing other parts of the car (the rear suspension block is my personal highlight), it really does seem a shame.

P.S Bonus points for anyone who can tell me where these parts have come from. They *could* be old Fiesta, but I’m not certain…

[Images: Drew Smith, Aston Martin and OmniAuto]

Filed under: Branding, Car, Design, Design Strategy, Perceived Quality, Premium, , , , , , , , ,

About DownsideUpDesign

I'm Drew Smith and I'm a freelance design strategist and journalist for the automotive industry. DownsideUpDesign is a place for me to collect stuff that I like, often love and sometimes hate for safe keeping. Get in touch at downsideupdesigner (at) me (dot) com or tweet me (@drewpasmith) to rant, contribute or collaborate!

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© Andrew Philip Artois Smith and DownsideUpDesign, 2009. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Andrew/Drew Smith and DownsideUpDesign with appropriate and specific direction to the original content.