Apparently, Aston Martin Needs More Charlotte

"pauljones" (pauljones) 03/03/2015 at 12:28 • Filed to: Aston Martin, Charlotte, Fail, Facepalm

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Seriously. Charlotte. They named the stereotype of a woman they are marketing to "Charlotte." I'm not even sure what to really say about this, notwithstanding the BBC's wishful thinking that the awful DBX will somehow make it into production as an electric vehicle.

I'm just not sure this is going to end well. Making a brand, particularly a brand like Aston Martin, relevant has nothing to do with whether or not they sell SUVs. Rather, it has everything to do with image - pure and unadultered. Aston Martin seems to be struggling with this right now, and I don't know how it can get much better for them.

Are we sure that Andy Palmer isn't related to Dany Bahar?

For Sweden > pauljones 03/03/2015 at 12:31

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This is not Good Charlotte. This is Bad Charlotte.

RamblinRover Luxury-Yacht > pauljones 03/03/2015 at 12:33

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Is this type of sales strategy more properly called Charlottenism?

Twingo Tamer - About to descend into project car hell. > pauljones 03/03/2015 at 12:34

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An SUV genuinely might help though. As long as they make badass GT cars, they can make an even uglier Cygnet based on a Suzuki Alto for all I care.

That weird female stereotype shit doesn't sit well with me though. Feels like really backwards thinking.

Snuze: Needs another Swede > pauljones 03/03/2015 at 12:41

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Xyl0c41n3 > pauljones 03/03/2015 at 12:41

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So their target market is this:

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Although that bit about designing the ergonomics to better fit women drivers is interesting. Somewhat useless, but interesting. I mean, it's not like the specs have to be as precise as, say, clothing or shoes, or even a bicycle. I've never had a problem feeling comfortable in a vehicle, from a lowly sub-compact, to a full-sized SUV. Everything is already adjustable anyway. What more are they planning on changing? A more slender steering wheel? Moar vanity mirrors? A dedicated storage space for all our scrunchies? (I kid, who uses scrunchies anymore?). Oh, oh! Lipstick holder! That must be it!

I admit I would love for automakers to take women drivers more seriously in their concepts and advertising, but this just feels patronizing. It's either we're idiots who think "grounded to the ground" is a thing, or we're frail and special snowflakes who need specially designed seats for our delicate feminine asses. Like, no bruh, we just want to drive.

pauljones > Twingo Tamer - About to descend into project car hell. 03/03/2015 at 12:41

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It's certainly possible; after all, it worked aces for Porsche. That being said, I think that at that point in time, Porsche had a lot more brand cachet than Aston Martin has even now, as well as far greater resources to draw upon than Aston Martin has ever had. The Cayenne, as I see it, was something akin to lightning in a bottle. You can't duplicate random chance.

pauljones > RamblinRover Luxury-Yacht 03/03/2015 at 12:42

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YES!

For Sweden > Xyl0c41n3 03/03/2015 at 12:44

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I know almost nothing about S&TC, but she was the one always looking for a trophy husband with tons of cash, right?

If so, Aston advertising to their core market.

pauljones > Xyl0c41n3 03/03/2015 at 12:46

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Pretty much. It reminds of the kind of person that says, completely deadpan, "I'm not racist! I have minority friends!"

From a marketing perspective, a common sense perspective, a product development perspective, and a brand image perspective - this just makes no sense.

Xyl0c41n3 > Twingo Tamer - About to descend into project car hell. 03/03/2015 at 12:48

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That weird female stereotype shit doesn't sit well with me though. Feels like really backwards thinking.

Because it is.

It's a bit patronizing. Or at least has great potential to be. Like when I was shopping for my car and the salesman was quick to point out the lack of a driver's side vanity mirror. Dude, no1curr. Not gonna be staring at myself while I'm driving.

They can either do this really, really well, or really, really wrong. So far, it just seems like they're getting it wrong and will alienate more women than they'll welcome.

Xyl0c41n3 > For Sweden 03/03/2015 at 12:52

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I've seen like a grand total of two episodes, but yes. Her grand goal in life was to be the perfect wife, which is fine. A laudable goal. And motherhood ain't easy. But FFS, she was always so neurotic, such a horribly hyperbolic stereotype. I mean, I guess people like that exist. And I guess Aston Martin is hoping they'll be customers, but... ugh.

For Sweden > Xyl0c41n3 03/03/2015 at 12:54

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Hyperbolic Stereotypes were the engine that drove S&TC. There was a Mary Sue for everyone!

Xyl0c41n3 > For Sweden 03/03/2015 at 12:55

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That's very true. That's also why I never watched it. I'm not a fan of superficial bullshit. ^_^

For Sweden > Xyl0c41n3 03/03/2015 at 12:57

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Except F1, I hope.

Twingo Tamer - About to descend into project car hell. > pauljones 03/03/2015 at 12:59

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I think out of the things you mention, resources are the issue. Either they'll make a lower quality product or make a decent quality product and have to charge far too much for it. Porsche had a lot more money and resources behind the Cayenne. The SUV thing only works if it's an entry level way into the brand, ie at the most $70k for a base model.

Xyl0c41n3 > For Sweden 03/03/2015 at 13:02

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*shrugs noncommittally*

I dunno. Maybe I should make a trip to COTA, lol. That might change my being on the fence about it.

Twingo Tamer - About to descend into project car hell. > Xyl0c41n3 03/03/2015 at 13:03

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The stereotyping is still out in full force. My girlfriend drove me to the dealer when I was buying my first car, one of these...

And the salesman immediately assumed it was her looking to buy it because it's not a "masculine" car. My girlfriend has more conventionally masculine tastes in vehicles than I do, because I like cars to be brightly coloured and distinctive.

If Aston have that kind of attitude this could go very wrong.

Xyl0c41n3 > Twingo Tamer - About to descend into project car hell. 03/03/2015 at 13:14

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Yup. The stereotyping is bullshit. Aside from the vanity mirrors comment, the guy kept trying to up sell me on things I didn't want or need. I knew exactly what my budget was when I walked in, and I told them exactly what I wanted. Like, model, options package (or lack thereof, heh), etc. The guy tried to talk me out of the car I wanted because it had steelies and not alloy wheels. I was like, bruh, after everything I've just told you, do you really think I care about steelies?

Twingo Tamer - About to descend into project car hell. > Xyl0c41n3 03/03/2015 at 13:22

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But a tiny female brain couldn't possibly come up with an informed decision on budget and preferences. /s

Also I see what you did there.

yamahog > Xyl0c41n3 03/03/2015 at 13:25

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On the industry side, we hold studies with people of all ages, genders, heights, weights, etc to try to get the best feel for what the customer wants, whether it's door close efforts or mirror height. I'm pleasantly surprised by how thorough and not stereotype-based these things have been at my new company, both in engineering and marketing surveys to find the true voice of the customer, not just "moms want kid stuff." I'm actually on call for a truck clinic soon because they appreciate entry/exit/interior feedback from someone of my size.

Xyl0c41n3 > Twingo Tamer - About to descend into project car hell. 03/03/2015 at 13:31

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It was indeed a struggle for my tiny lady brain to handle. In fact, I'm still still on a couch fanning myself in silent repose trying to recover from the exhaustion two years later. Though the bustle and bonnet on this godforsaken dress are rather uncomfortable. :-P

pauljones > yamahog 03/03/2015 at 13:31

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I'd actually be really curious as to what studies like that are like to participate in, and the varied nature of the questions that they ask, the factors they take into consideration, etc.

Xyl0c41n3 > yamahog 03/03/2015 at 13:34

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And this is why I love you. ^_^

I know manufacturers of all sorts (not just automakers) gather detailed data on a wide range of people in order to design the best product they can. That's awesome. (Like seriously. I love seeing how all that stuff works, from design to product testing). Aston Martin just seems to be taking this down a bullshit avenue.

Twingo Tamer - About to descend into project car hell. > Xyl0c41n3 03/03/2015 at 13:36

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But a proper lady does not have time for leisure, she should be preparing a meal for her husband and rearing children at all times. As a man I am extremely busy conducting important business in a top hat and as such expect women to keep house.

Xyl0c41n3 > Twingo Tamer - About to descend into project car hell. 03/03/2015 at 13:47

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Oh, I'll cook your dinner for you, honey, but you're doing the dishes. I'm a progressive woman, after all. And I'm busy, too, drinking mimosas and eating cucumber sandwiches with the girls.

I forgot to add, I also got them to give me $1,500 trade-in value on my POS car sight unseen. Teeheehee. It was worth maybe $500 and would've needed to be scrapped. I would've loved to have seen the sales guy's face when he realized what it was he accepted as a trade, but I just dropped it off a couple of days after I'd taken the new one home. That's how long it took for a mech to get it in good enough shape to limp to the dealership.

Twingo Tamer - About to descend into project car hell. > Xyl0c41n3 03/03/2015 at 13:53

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That's a win right there, my grandparents bought a car recently and the dealer flat out refused to give them anything for a trade in. Getting them to take a car sight unseen must've took some work.

Xyl0c41n3 > Twingo Tamer - About to descend into project car hell. 03/03/2015 at 14:30

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I smiled sweetly at the guy and said "please." Nah. Just kidding. I think at that point they just wanted to make the sale and get me out the door, lol.