Feature Flick: Aston Martin Uses Hand-Built Quality, Appeal to Women to Sell Cygnet

Aston Martin produces the Cygnet for really just one reason, and that’s to satisfy government-mandated corporate average fuel economy requirements. Sharing little more than a badge with other Aston models, the Toyota iQ-based subcompact is merely a means to an end for the specialty automaker. But Aston apparently still wants people to know that the car is touched by actual Aston Martin assembly workers, as this video shows. In another ad, Aston attempts to appeal to women, showing a female owner making her way through Hong Kong in the miniscule luxury car.

The first ad attempts to highlight the portions of the car that are “hand-built” by Aston’s factory workers in Gaydon. When we first see the car, as you’d expect, the body is already mostly put together. A paint technician is seen working, preparing to spray the car. The camera cuts to a close-up of the worker’s bare hands, then cuts back to the worker doing his job. This process repeats through the various stages of the Cygnet’s assembly, with a worker’s title appearing on screen, a few shots of them working, and then finally a close-up on their hands. We see the Cygnet’s seats get put together, its doors assembled, and its interior upholstered. The final touch is left up to the “Customer Acceptance Technician,” who’s charged with the delicate task of applying the Aston Martin badge (we hope that’s not his only job). The slow tacking on of the badge cues the dramatic music, and after a montage of car shots, cut with more close-ups of the workers’ hands, the words “Cygnet handcrafted” appear on the screen. Thanks. We got that.

The second ad features a female Cygnet owner on her way to an event in Hong Kong. She gets in her Cygnet and begins navigating through the city, as a track that sounds like yet another rip-off of Eminem’s “Lose Yourself” begins to play. That motion blur effect of traffic is used as the Cygnet moves slowly through a mass of speeding cars (hey, at least Aston isn’t trying to sell you on the Cygnet’s speed). The driver sees one of Aston Martin’s other models pull away from a curb, and smiles as if they have something deeper in common other than driving cars wearing the same badge. She finally arrives at her destination, making her grand entrance as she steps out of her pint-sized Aston.

Aston’s effort with the Cygnet is a bold one, and if the automaker can hit its sales targets, it stands to make quite a profit on the cosmetically-enhanced Toyotas. But these commercials try a little too hard with their message of quality and prestige. Seriously, Aston, who’re you fooling?

Source: Aston Martin