Aston Martin brings its continual-improvement philosophy to the Vanquish and the Rapide S, and shows that the entire package can definitely be greater than the sum of its parts, writes Sean Li
n the modern world of consumerism, it seems that product cycles are getting increasingly short and that perennity is becoming more of a challenge. We’re constantly surrounded by new product introductions—and at a much greater pace than before. We’ve barely had time to familiarise ourselves with our latest acquisitions before there’s already another iteration on the immediate horizon.
Whether this rate of innovation is sustainable from a commercial standpoint is another debate entirely. But we’ve seen that incremental improvements, rather than the entire package, are often much more valuable and enriching in the long run. Take Apple’s iphone; even though it has proven wildly successful, its detractors will bring up claims of a lack of innovation compared with its competitors. Apple’s formula has clearly worked, though; a new (or not necessarily so new) product systematically generates