Micropost: Aston Martin Vanquish Zagato Coupe

Autocar announced yesterday without any sense of embarrassment that the AMVZC shown as “a concept” last month will go into production largely unchanged.

2016 Aston Martin Vanquish Zagato Coupe, the same as it was last month: source
2016 Aston Martin Vanquish Zagato Coupe, the same as it was last month: source

What a remarkable sleight of hand, I feel. What has happened is that Aston Martin have shown a production car as a concept car, at the Villa d’Este concours. That has yielded a press-release and lots of coverage. A month later they are showing effectively the exact same car as a production car, with yet more coverage.

In this way AM have been able to avoid producing unconvincing and unfeasible trim as a disguise for a production car and get two bursts of coverage by the showing the same thing with two labels. If anyone can tell me where the difference lies between the “show car” and the production car then I’d be grateful. The entire exercise is quite cynical because, with one month between the “show car” and the “production car” it is clear that production was inevitable and there are no serious differences, no time need to evaluate demand or assess the reaction. Thus what has happened is that a production car has been presented as a show car, and I ask is this a first?

Since the Zagato is very striking and the sales are guaranteed, one wonders if this tricksy behavior is really necessary.

Author: richard herriott

I like anchovies. I dislike post-war town planning.

9 thoughts on “Micropost: Aston Martin Vanquish Zagato Coupe”

  1. Why should you care? It will a small run from a niche manufacturer, and in that context the distinction between a ‘concept’ and the production model is blurred from the start. And it’s not as if they stole valuable air time from anyone else, right?

    1. It’s my Roman Catholic moral background, I think. They would classify me as very lapsed but evidently a touch of moral certitude remains.

  2. I’m also a bit perplexed as to why you are worrying about this? No “rules” have been broken, so? Maybe they tested the waters in Villa d’Este (which I went to for the first time this year and it was awesome) and then they decided to produce it?

    1. I think the point Richard is making is that they knew full well at the time of Villa d’Este that they would put a run into production. Whether that’s true or not doesn’t really make that much difference.

  3. Come on Richard, play the game. Just copy out the press release, change the odd word here and there, razzle-dazzle, razzle-dazzle, bosh, everyone’s happy. See you near the buffet at the next Aston Martin junket.

    1. If we got the junket invites, we’d probably be nicer to them. Otherwise I agree with Richard. I’m an avowed showcar cynic anyway, so I find this a natural extension of the way showcars have been going for the past few years. Usually, at least, they have the odd different piece of chrome but really, just like ‘Scoop Teaser Shots’, they have become a rather clumsy marketing tool.

  4. That being said, the Zagato is an awful lot nicer than that misbegotten ‘Vanquish’ its based on. Still-awful interior excluded.

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