Each month we pick out an iconic boat that can lay claim to the title of world’s coolest boat. This month, we’re taking a closer view at the Aston Martin AM37
Aston Martin has to be one of the most evocative and coolest brands in the world – a brand to rival Rolex or Gulfstream. A powerful brand offers great marketing opportunities.
The cachet of a name is worth a lot. In 2011, an Aston Martin launched a city car that was tested for the first time.
Basically a Toyota IQ dressed up with some fancy leather and trinkets, it didn’t look much like an Aston Martin or go much like an Aston Martin – its standard IQ underpinnings barely got above 100mph and wafted gently to 60 in about 12 seconds.
Priced at around three times the cost of a normal IQ, Aston claimed it was a ‘thoroughbred city car’ and initially said that it would only be available to existing Aston Martin owners, ensuring exclusivity.
After it became clear that it was more exclusive than anticipated, it quickly became available to all. It was still ‘exclusive’ when it was quietly dropped and forgotten about just two years later.
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