Here’s another newsbit from Aston Martin. The firm has been bent on reviving the old “Lagonda” badge and all indications point at it being a separate line that would feature more upmarket luxury vehicles to differentiate it from the Aston Martin name. Aston wants to keep the Aston name exclusively for supercars.
The Lagonda was first reintroduced as an SUV concept back in 2009. Now, Aston CEO let it slip that the company will be pushing forward with their plan for the badge by building two to three new Lagonda models.
The Lagonda badge will not be confined to SUVs. It is being positioned to take on the likes of Rolls-Royce, Bentley, and Maybach. The three Lagondas will most likely be a crossover, a bigger SUV, and a luxury sedan. While an SUV is in play, the company has also mentioned that the SUV concept will remain a concept and the offerings for the CUV and SUV will be reworked.
Aston CEO, Dr. Ulrich Bez, has proven to be quite the head honcho, carefully steering Aston Martin towards a great standing in the industry after being sold from Ford to Investment Dar and Adeem Investment. We’ll see if his push for the Lagonda badge will pay off.