Aston Martin: The Crossover Conundrum

31 Pages Posted: 5 Dec 2017 Last revised: 23 Mar 2018

See all articles by Jenny Craddock

Jenny Craddock

University of Virginia - Darden School of Business

L. J. Bourgeois

University of Virginia - Darden School of Business

George (Yiorgos) Allayannis

University of Virginia - Darden School of Business

Morela Hernandez

University of Virginia - Darden School of Business

Luca Cian

University of Virginia - Darden School of Business

Abstract

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.

Excerpt

UVA-S-0298

Rev. Mar. 15, 2018

Aston Martin: The Crossover Conundrum

In crisis periods, such as the one we survived in 2008 and 2009, first and foremost you need strong leadership and judgement.

—Ulrich Bez

In March 2009, Ulrich Bez, CEO of British carmaker Aston Martin Lagonda Ltd. (Aston Martin), found himself grappling with some tough news from Switzerland. The company had just debuted a novel car concept at the Geneva Motor Show, its first SUV crossover model under its rarely used Lagonda brand, but the press criticizing the car's design and concept was troubling and unexpected. One popular industry blog went so far as to mock the car's visual identity:

. . .

Keywords: boutique carmaker, projected investment, project risk

Suggested Citation

Craddock, Jenny and Bourgeois, L. Jay and Allayannis, George (Yiorgos) and Hernandez, Morela and Cian, Luca, Aston Martin: The Crossover Conundrum. Darden Case No. UVA-S-0298, Available at SSRN: https://ssrn.com/abstract=3081130

Jenny Craddock

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

L. Jay Bourgeois (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924 -4833 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/bourgeois.htm

George (Yiorgos) Allayannis

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Morela Hernandez

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
+1-434-924-4917 (Phone)

HOME PAGE: https://www.darden.virginia.edu/faculty-research/directory/morela-hernandez/

Luca Cian

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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