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Aston Martin Cygnet at Harrods – Click above for high-res image gallery

Aston Martin is dead serious about marketing the new Cygnet to luxury buyers in crowded metropoli (yes, we made that up...) like London. And to that end, the upscale British automaker is unveiling its new city car at no less prestigious a location than Harrods.

More than an ordinary department store, Harrods is a veritable London institution, with 360 departments spread out over seven floors of upscale shopping. The Cygnet is being shown in a ground-level window display there until December 11.

This marks the first time the production-ready Cygnet is being seen in public, with production set to begin in the new year. Full details in the press release after the jump, with high-resolution images in the gallery below.

[Source: Aston Martin]
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15 November, 2010 – Aston Martin's new luxury city car; Cygnet – which will go into production in 2011 - is making its global debut at Harrods in Knightsbridge, the world's most prestigious department store.

Occupying a prominent position in the store's iconic Brompton Road window display in central London, Cygnet is perfectly placed in the heart of the city, an ideal spot to experience this ultra-compact, high luxury city car in its production-ready form for the very first time.

Aston Martin's characteristic design language is clearly referenced in Cygnet's compact two-door body. Signature details like the famous aluminium grille, side strake and inverted rear lights create a distinguished, neatly-proportioned form and a discretely stylish statement. Painted, trimmed and assembled by the same technicians and craftspeople that create Aston Martin's award-winning range of sports cars, Cygnet is the ultimate way to explore the contemporary city.

Cygnet is highly appropriate for the environment for which it has been designed. With ample performance and manoeuvrability for urban use, it is light, compact and fuel-efficient yet also capable of carrying up to four people, all while providing Aston Martin's accomplished levels of luxury, comfort and quality. Cygnet, the tailor fit solution for the city, will help drive Aston Martin into an exciting future.

Harrods is a suitably central location for this important debut. Located in the heart of Knightsbridge, the celebrated store has been at the forefront of luxury retail since it was founded in 1849. Offering the finest merchandise from this most prominent of London locations, as well as from satellite sites around the world, Harrods provides unrivalled choice and a bespoke personal service that attracts loyal customers as well as a host of international visitors.

Harrods has over 360 departments, spread over seven floors of its iconic Knightsbridge building. The store's vast selection of merchandise ranges from international haute couture to cutting edge technology, as well as an unrivalled choice of exquisite food and drink in the world famous Food Halls. Harrods also offers exclusive services including By Appointment Personal Shopping and Beyond to provide a total lifestyle experience. The Harrods ethos of 'anything is possible' sets out to surpass the desires and expectations of its customers.

The Aston Martin Cygnet will go into production in 2011 at the company's global headquarters in Gaydon, Warwickshire in England. The car will be the eighth major production car Aston Martin has introduced at its state-of-the art facility since 2004, offering further evidence of the company's ongoing commitment to British manufacturing, backed-up by a dedicated local workforce and supplier network.

Cygnet will be available to view at Harrods until Saturday 11th December with the car on sale now through Aston Martin's European dealership network.

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    • 1 Second Ago
      • 4 Years Ago
      In other news, a black Toyota iQ was parked close to the Office for National Statistics in London this morning.
      • 4 Years Ago
      So wait, we now have an Aston Martin iQ, Ferrari 695 500... we need Bentley Polos and Rolls-Royce Isettas to complete the collection, no?

      Make no mistake though, I actually the Tributo Ferrari.
        • 4 Years Ago
        No, but you do remember the Wood & Pickett Minis don't you? Bought by the likes of John Lennon, Paul McCartney and Mary Quant. They were exactly the same in concept as the Cygnet.
        • 4 Years Ago

        I'm Canadian. ;)
        • 4 Years Ago
        @ Bloke

        Not really. Wood & Pickett is a coachbuilder and Mini specialist, and they actually are Minis. Much like Shelby and Saleen to Mustangs. The Minis were still Minis and Mustangs were still Mustangs.

        Aston tried to package it as if it was another car.
        • 4 Years Ago
        "Not really. Wood & Pickett is a coachbuilder and Mini specialist, and they actually are Minis. Much like Shelby and Saleen to Mustangs. The Minis were still Minis and Mustangs were still Mustangs. Aston tried to package it as if it was another car." - Tony Whateverhisnameis

        My goodness, are all Americans so bloody literal. You're talking semantics. I'm talking marketplace and the types of buyer. Aston have made no secret that the iQ forms the basis of this car. In essence, it's a coachbuilt Toyota iQ. Whatsmore, Aston have done this before with their engineering division Tickford and coacbuilder Frazer - remember the Tickford Metro and Capri? Same types of vehicle, aimed at the same type of buyer. While the Metro used the Aston badge, it didn't contain the name "Aston Martin". This does purely so the marque can also get away with bringing its fleet fuel economy numbers up. But that's only a badge. Do you actually understand the types of buyer in Britain who will likely buy this car? Can you see the similarity to the Tickford Metro and WP Mini?
      • 4 Years Ago
      I know this is being done to bring down Aston Martin's corporate MPG, but seriously, a freaking Toyota IQ? It would have been far more interesting to see them build something off a platform like the MX-5 or Fiesta. This just looks like a rebadge of the IQ with fancy wheels, nicer interior and an Aston Martin face. I really feel like Aston Martin dropped the ball on this one. So much potential in the idea of an Aston Martin city car.
      • 4 Years Ago
      Shame on you, Aston Martin. Shame on you.
      • 4 Years Ago
      LOL Just walked there today
      • 4 Years Ago
      There are nicer places to shop closer to central London that have REAL Astons in their windows.
        • 4 Years Ago
        Harrods has had everything in its windows from Astons to Lamborghinis to Maybachs. I agree though, I'd sooner shop in Selfridges.
      • 4 Years Ago
      Daddy - I want an umpa lumpa - I want a umpa lumpa right now!
      • 4 Years Ago
      Might have to go and check this out myself, the car will suit London, perfect for parking, everyone will grow to hate it like the g-wiz. Plenty of those around London. This will probably be the upmarket version of that. Since only the rice high flying bankers own the g-wiz i bet this will fly off the shelfs around here.
      • 4 Years Ago
      Does the Cygnet have plastic hubcaps? They sure look like it from all the pictures I've seen. I honestly think whatever they are, the wheels really make the rest of the vehicle look incredibly cheap.
      • 4 Years Ago
      Back when I used to live in London in the late 90's, Harrods was considered a joke full of tourists. Harvey Nicks was where to shop.
      • 4 Years Ago
      BTW guys, it's about the raising the corporate MPG :)
      • 4 Years Ago
      Embarrassing, just plain embarrassing!
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