Aston Martin Just Released Its Sexy New Sedan - But You Can't Have One
While the sedan's sleekly menacing looks may stand out, what's truly remarkable is Aston Martin's odd sales strategy. It consists mainly of telling most customers that they're not worthy of Lagonda ownership. Aston Martin will be making the Lagonda available exclusively in the Middle East - and even then only by invitation.
That's right: You can buy a Lagonda in only one part of the world - if Aston Martin lets you.
Low-volume ultra-exclusive cars are nothing new. Ferrari has turned the "This will be harder than getting into Harvard" application process into an art form.
However, unlike Ferrari, which can get away with doing no advertising and still have a six-month waiting list for its cars, Aston is a company that desperately needs to up its sales volume. Admittedly, the Lagonda will never sell in large numbers, no matter how many people they allow to buy the car. Nevertheless, for a company like Aston, every millionth dollar counts.
But will the Lagonda will be powered by the company's own eight or 12-cylinder powerplant - or a Mercedes-sourced engine? We'll have a wait a while for the answer to that question.
Finally, we don't know how much the new Lagonda will cost. Presumably, anyone who receives in invitation to buy one will get that vital piece of information.
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