Having secured technology for its next-generation models through a deal with Mercedes-AMG, Aston Martin is now free to think about more future vehicles. To diversify its lineup and consequently boost sales, the UK-based luxury car manufacturer is reportedly considering reviving the Lagonda sub-brand.
You probably remember the controversial Mercedes-Benz GL-based Lagonda Concept that Aston Martin displayed at the 2009 Geneva Motor Show. The beauty of the Lagonda brand (not the concept…) is that it would allow the carmaker to get away with building an SUV while keeping the Aston Martin brand intact.
Aston put the Lagonda SUV project on hold soon after it was revealed, but recent developments from its competitors (Bentley, Maserati and even Rolls-Royce is considering an SUV) forced the company to look for ways to build an SUV too. But plans for Lagonda vehicles include more than just the SUV, as Aston Martin CEO Ulrich Bez told Australia’s Drive. A conventional large limousine and a smaller mid-sized sedan may also be launched in the future.
“I am confident in the future we will see a Lagonda on the road,” Bez said. “With the Lagonda name we have the chance to use it for everything that goes beyond what is our base car line and preferably it will be something like an SUV,” he added.
Bez said that five to ten years from now, “everything beyond V8 Vantage, Rapide, Vanquish could be branded as Lagonda.” Product engineering chief Ian Minards said Aston Martin’s bonded aluminum structure is flexible enough to accommodate a large SUV. However, if Aston Martin convinces Mercedes-Benz to supply it with the chassis from the GL-Class SUV, the Lagonda SUV would be cheaper to make and could arrive sooner on the market.
By Dan Mihalascu
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