That is, Aston Martin markets its gorgeous compact car with British flavor for the price of two times higher than the Japanese original. The price difference seems to be too big for the two cars sharing the same performance and component. At the same time, it is necessary to note that the incentive is very important for salespeople of car dealers. A big difference in car price automatically means a big difference in incentive. Even if salespeople get a higher percentage on incentive for a Cygnet than for a DB5, the difference in real income remains great.
A product has three functions. They are (1) basic function, (2) supplementary function, and (3) emotional function. The basic function is what a company has to guarantee with the product. In the case of car, it is made up of such factors as running performance, fuel mileage, quietness, and solidness and durability of the body. The supplementary function is the function to upgrade the product. In the case of Aston Martin’s Cygnet, it is the leather interior that makes it more attractive and gorgeous. The emotional function is the image that the product appeals to the customers. It is James Bond in the case of Anton Martin.
In today’s marketing, it is growing more important to keep the balance between the three functions. People watch the real value of a product closely. They examine the balance of the three functions unknowingly. In this sense, it is not too much to emphasize the importance of the basic function that is the biggest factor of the three. In the case of Aston Martin’s Cygnet, the basic function is smaller than the remaining two functions combined. It should be noted that 20,000 dollars for the basic function and 30,000 dollars for the remaining two functions. It seems that many people are reluctant to pay 30,000 dollars for the two functions.