Aston boss Ulrich Bez has confirmed the rebirth of the Lagonda brand, saying it was “go” and that it “will not stand on one leg”, suggesting a range of new models.
The company is seeking financial backing for the project and an automotive partner to provide platform and drivetrain technologies. “Daimler spent around a billion relaunching the Maybach brand,” said Bez. “But we can do Lagonda for a small fraction of that cost.”
The controversial Lagonda SUV concept shown at the 2008 Geneva Motor Show was based on a Mercedes GL and Bez admitted that a Mercedes tie-up remained “a good concept”. This could become more appealing to both parties if the proposed deal for Aston Martin to develop and build future Maybach models goes ahead.
Future Lagondas will be four-wheel-drive SUVs and target emerging markets, especially Russia and China. “Aston Martin is present in 35 countries but there are limits to where you can drive a sports car,” said Janette Green, Aston’s director of brand communications. “In Russia, for example, you need a car that can cope with difficult roads and harsh winters.” To enhance their appeal in these markets, Lagonda will offer armoured versions of its models.