Lagonda revival still on the cards

Aston Martin Lagonda Concept
Aston Martin Lagonda Concept

Aston Martin attempted to revive the Lagonda brand in 2009 when they unveiled an SUV concept (pictured) at the Geneva Motor Show. The negative reaction from the model was so strong that the project was dead almost as soon as it started. However, an interview with Aston Martin boss Ulrich Bez has revealed the brand could yet make a return.

He revealed an updated SUV concept is due to be shown to the world within a year and a second body style in the form of a sedan could also make an appearance. The dates and past strategy leads one to assume the Geneva Motor Show in 2013 is a likely destination for the world debut(s).

The new developments have surfaced because Aston Martin are looking for ways to expand their business. The brand currently have the next generation DBS supercar in the workshop but are not expecting unattainable demand for the model.

"The traditional markets for supercars - the US and Europe - are still depressed," commented Bez. "Although the Chinese market remains buoyant, that won't feed through to Aston Martin because the Chinese don't yet see the value of displaying their wealth through owning an expensive sports car."

Should the Lagonda SUV find its way to the production line, it will battle against the Bentley version that was recently previewed in the form of the EXP 9 F SUV concept.


Source: autocar
Published May 16th, 2012 8:39pm By Clinton Deacon

Related Articles

Add comment

subscribe to comments
comment rules Add comment

Comments (5)

porsche6616 porsche6616
this guy must be cheated by his China sales guy.. he should go around and see how many ferraris, porsche, lambo and even bugatti in China now.. Aston is just not popular.
May 17th, 2012 12:48pm
0 0
progressive progressive
I honestly don't know what is wrong with this car. Looks good. If you like sedan, buy one. Don't argue about taste. I would buy this.
May 16th, 2012 9:39pm
0 0
Alux Alux
A proper saloon is best. Make it a faster, more luxurious version of the Jaguar XJ. With a brand like Lagona, with Aston input, it could even push to rival the Rolls Royce and Bentley. At the very least sit between high-spec XJ/S-Class/A8 and the Rolls and Bentley.
May 16th, 2012 9:25pm
0 0
sedan, please. Got tired of decades faceless SUVs, SAVs, etc
May 16th, 2012 9:14pm
1 0
dbehmoaras dbehmoaras
If they are putting the non-GT/sports car models under Lagonda instead of Aston Martin pure, then I support it. They need to do something so they don't get eaten alive by the Stalinist emissions regulations.
May 16th, 2012 8:56pm
1 0