A history of Aston Martin Lagonda
Has Tesla taken that advantage of electric car design?
“No, it’s a not-so-good-looking Aston Rapide. It has the same silhouette as a Rapide. Does it take advantage of all aspects of electrification? No. Look at technology, and no one has combined luxury and technology to be a leader. But to give Tesla credit, they’ve changed the perception of electric propulsion. If they had gone this far, there would have been negative consequences. Tesla eased into future technology with something we recognised.”
Why so radical with Lagonda?
“Lagonda has always been a disruptor. It has a massive heritage of going toe to toe with Rolls-Royce and Bentley. It has always offered a different shape and form. Lagonda is beauty from another planet, but it’s not unnatural. It’s a brave step – brave as a Lagonda can be and should be. It should be brave. It’s a disruptor.”
How will you differentiate Lagonda from Aston Martin?
“It’s an older brand than Aston, a sleeping giant. The way we’re approaching the brand, it has huge potential for a customer who doesn’t necessarily want to drive. You’ll always be able to drive an Aston, but not necessarily a Lagonda. Lagonda will have a great feel and feedback if you want it to. It’s the same team as Aston Martin. But there are huge differences between Aston Martin and Lagonda in the way they drive and the team understand Aston Martin as they do Lagonda. We’re clear with engineering how to tune each differently for the attributes we’re after.”
Will Lagonda be a sub-brand of Aston Martin or its own marque?
“It’s not Lagonda by Aston Martin: it’s a Lagonda. It’s a family member but not a direct lineage. It’s a distant cousin – the same bloodline but looks differently. Having the two separate is important for customers.
The Lagonda brand needs to be strong and not dilute Aston Martin. In time, autonomy and electrification could come to Aston Martin, but we’re doing this to protect the normally aspirated V12 in an Aston Martin.”
Might people consider it extreme?
“It’s extreme as we really want to show the benefits of the packaging and differences as a product. The world will be more extreme, and customers expect it. You can’t see Apple or Google executives in a Phantom. You can see them in this.”
What kind of reaction do you expect?