Has Britain's 'Coolest Brand' Dropped A Clanger?
Aston Martin movie has us gently squirming in our seats
We don't know how well the Aston Martin Rapide four-door is selling, but when was the last time you saw one?
For those who can bear to watch it, this new internet film is intended to 'bring the car to a wider audience' which probably tells us something. Not least that if you haven't spotted one in the metal recently, the marketing minds behind Britain's 'coolest brand' probably want you to watch it.
Trouble is, the action (in the newly-released Part 1 at least) feels just a little (How can we put this kindly?), er, skin-crawlingly self-conscious. And we watched it twice to make sure we weren't being unfair.
The premise, according to a news release hot off the wires, revolves around 'a group of agents as they attempt to deliver a precious object, time, to a mystery figure. The ethos of the film is said to be based on one of life's quandaries: the more success you had, the less time you had to share it with the people who mattered.'
Cubby Broccoli/007 it ain't, so here's hoping we'll get a bit more Rapide and a bit less ham in the next instalments. Meanwhile, we'll pause to reflect on the meaning of cool, and whether thinking you might be means you possibly aren't.
did you see the Lotus Evora film he presumably thinks is cool? Guy in a tux takes girl to the opera, hey, he's wealthy and good looking, I really want to be just like him, oh well at least I can drive his car...
fortunately Aston Martin is such a cool brand not even this sort of drivel can change that.
It's a difficult sell as the reasoning for the Rapide most likely came from the success of the CLS. AM need to focus on sport coupes. The team of bad guys in a 4 door is always going to feel better in an S Class, 7 series or A8. James Bond is the solo guy in the AM - this advert just doesn't work on so many levels it makes me vomit a little
I had a thought earlier when I saw a Rapide in Manchester and considered the conundrum they have - how to reduce their overall emissions when they've got no development.
So, if Toyota were willing to let them rebody an IQ, why not do a GS450h-based Lagonda instead? does 185g/km.
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