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: . . .
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