If you've been around me for a while you know that I am a proponent of using Buyer Personas as an integral part of your marketing.
Ask your customers, "Why did you buy our product/service?" Why did you choose it instead of our competitors'? Equally important, ask "Why didn't you buy our product" of the ones that got away.
And so here we have Aston Martin, preferred supplier to Her Majesty's Secret Service. Builder of some of the fastest, most powerful, most gorgeous automobiles on the planet. And they're making an econobox.
Not just any econobox, mind you: It's a rebadged Toyota at twice the price.
Do you think the people who chose not to by an Aston Martin told them, "I was really looking for something slow, ugly, and overpriced instead of gorgeous and fast."?