Andy Palmer, CEO, says he wants to break the duopoly between Rolls Royce and Bentley with future Lagonda models
27 October 2017

Future Lagonda models, two of which are due to be launched in 2023, will need to have unconventional designs, according to Aston Martin boss Andy Palmer.

He believes they must break away from the usual forms adopted by the established luxury rival models from Rolls-Royce and Bentley

“The truth is I don’t want either of them to be what you’d call a traditional saloon,” Palmer told Autocar. “If we just do another three-box, it’s going to be hard to break into that market. So what I’m challenging the design guys to do is to look for something that breaks that duopoly [between Rolls and Bentley] but which still has appeal to what is a relatively conservative market, and what is still very much a chauffeur-driven market.” 

It is also possible that one of the cars will be a pure electric model, according to Palmer, and could share architecture with the forthcoming Aston DBX crossover

“The large-car platform, of which the DBX is the first execution, is engineered to accept an electric powertrain,” Palmer said. “It doesn’t get that at launch, but it does during its lifetime; not necessarily in the guise of DBX, but that architecture does get an electric drive during its lifetime.” 

Related stories:

Aston Martin DBX signed off for 2019 launch 

Aston Martin Lagonda Taraf review

Our Verdict

Aston Martin Lagonda Taraf

An emotional purchase rather than a rational one, but for the super-rich, super-exclusive customers who'll own the Lagonda Taraf, it's just what they're after

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27 October 2017

More hot air and pipe dreams from a CEO trying to talk up an IPO price

27 October 2017

Andy Palmer has more projects running concurrently than Dany Bahar had!   And we know how that ended.


If this is to be chauffeur driven then Aston needs to do something that in it's history it doesn't seem to have ever been able to do.   Make spacious rear seats!



27 October 2017

Did'nt they do a three box design a decade or so ago?

Peter Cavellini.

27 October 2017

Yell the Lagonda Taraf could be in the JAMes Bond movie SPECTRE as M car


27 October 2017

...I suppose it could be done! I mean Bugatti done it, in the since that they produced two flagship vehicles in modern times, that the uber rich flock to and stand it line to give them their money! It would be nice to see Bugatti do more to directly challenge Rolls-Royce and Bentley, but still they have created something special that lives in that rarefied air of those to brands. If Lagonda/Aston is going to enter/break into that market, they product MUST be unique and special to separated from the other two! When Ford owned Aston Martin in the 90's, they built a concept the was a modern take on a vehicle from Astonishing past. It received a lot of buzz and there was talk of putting it into production, but that never happen. Maybe, like the Taran, something from the storied brand's past maybe where they can turn for inspiration to build their challenger of the "duopoloy" of Rolls-Royce and Bentley!

27 October 2017

Why not a fastback then, like the Rapid was, or the VW Ayrton is?

27 October 2017

- for potential customers. What design would you prefer, traditional or mould breaking. What power unit, a real engine or something from a washing machine ;-)

In truth being out of this market for so long could be aston's biggest handicap. It will be interesting to see what they finally come up with.

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