Aston Martin scraps its Lagonda luxury brand in favor of sports cars

Aston Martin has no plans to launch a separate luxury brand to compete with the likes of Bentley. In other words, Lagonda is officially dead.

Aston Martin chairman Lawrence Stroll told the media that the idea (Lagonda) is completely dead and has absolutely nothing to do with the company’s electric vehicle plan. “We think there’s enough luxury in our sports cars and SUV, so we’re not considering launching a less-performance, higher-luxury car,” Stroll said.

Aston Martin’s ex-CEO Andy Palmer was keen to revive ‘Lagonda’ as an all-electric luxury brand. The company also showcased two concepts – a super-saloon in 2018, followed by a premium SUV a year later.

Aston Martin showcased a four-seat SUV at the 2009 Geneva Motors Show, as part of the 100th anniversary of the first Lagonda car, before announcing the revival of the Lagonda brand in 2011. The exclusive Lagonda Taraf limousine was produced in 2015, under the leadership of the then-CEO Ulrich Bez. Only 200 units were built, and remains the last model produced under the Lagonda brand.

Source: Autocar