The move comes as the luxury marque begins an agency pitch for the launch of its Cygnet city car.
The marque describes the car as a “bold step towards a new form of transportation; the luxury commuter car, a form of personal transportation that sees the company’s core values engage with a new environment.”
The Cygnet Concept enhances the marque, pointing to a future of ongoing innovation, design and technology; allowing Aston Martin customers a greater degree of freedom without compromising the levels of design, quality and innovation that embody the brand.
“Many of our customers have a need for a small car for urban and city use,” says Aston Martin chief executive, Dr Ulrich Bez.
“The Cygnet Concept brings intelligence, innovation and artistry to the small car market. The Cygnet Concept represents the natural choice for those customers looking for a premium commuter car.”
Last year, Aston Martin appointed former Harley Davidson marketer Michael van der Sande into the new role of chief commercial officer in a bid to drive global sales.