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Aston Martin: The Crossover Conundrum

2017; RELX Group (Netherlands); Linguagem: Inglês

10.2139/ssrn.3081130

1556-5068

Jenny Craddock, L. J. Bourgeois, George Allayannis, Morela Hernandez, Luca Cian,

Digital Media and Visual Art

In March 2009, Ulrich Bez, CEO of British carmaker Aston Martin Lagonda Ltd., found himself grappling with some tough news from Switzerland. The company had just debuted a novel car concept, its first crossover model under its rarely used historic Lagonda brand, at the Geneva Motor Show, but the negative press criticizing the four-wheel drive, four-seater car's design and concept was troubling and unexpected.