By Tim Smith
Holy, holy. It never fails to amaze me what syntactic knots PR departments tend to tie themselves up in.
Here’s one for you: Q by Aston Martin.
The idea is that for high line customers, or for those who want a level of bespoke to pick them out of *all* of the other Aston owners, a new level of customisation can be specified.
According to the release, this little section, within the little car company that can, was responsible for last year’s CC100 sports car concept. Which they actually went and made for some people.
Now, all of this is nice. Us plebs can imagine crazy things like a giant cheese string car or tiger eyes for headlights or something and the rich can actually order giant cheese string cars or tiger eyes for headlights or something, but here’s the rub: surely it would be Aston Martin by Q. Not the the other way around. The set is Aston Martin, the sub-set is Q.
Otherwise we end up getting into grammatical problems like this
‘Q by Aston Martin V12 Vantage S, and a Q by Aston Martin Vanquish Volante.’
Which is what Aston Martin actually said. Yes they did. Anyway, here’s some pictures of some Aston Martin’s by Q.