Aston Martin Rapide

I know it's product marketing 101: target a niche, succeed, move to adjacent niches and repeat.

But when is it a niche too far? When does that next niche devalue the brand promise built in the past?

I think Porsche have gone too far with the Cayenne and the Panamera and now Aston Martin is doing it with the Rapide.

Would I think of Aston when looking for a big four-door saloon? No, I'd want total luxury from the back seat with some get-up-and-go. An Audi A8 W12 would do the trick as would a Mercedes S600 (remember, I'm not a BWM fan, but the 7 series is a good car).

If you don't want a mainstream German brand and want to stand out a little? How about a Bentley Continental Flying Spur?

Granted, the Rapide is a much better looking car than the Panamera, but I'm still not sold.

Would I think of an Aston when looking for a two-door GT? Absolutely! I'd definitely checkout the V12 Vantage.

There is further coverage of the Rapide at World Car Fans, Auto Express and Car & Driver.

Also worth a look is the Rapide lapping the Nürburgring:


posted by Lee Gale @ 1:55 AM,


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