First Aston Martin Lagonda model won’t be an SUV

Aston Martin is hard at work figuring out just what to do with its Lagonda brand revival plans. The company confirmed plans last year to revive the marque for a new range of bespoke models, the first of which is set to appear in 2012, but exactly what market segments to enter is shaping up to be a difficult question for executives.

While there are only a few years left for Aston Martin to come up with a plan for Lagonda, we've already seen the first concept, which was unveiled at last month’s Geneva Motor Show. The polarizing concept vehicle was based on a Mercedes Benz GL-Class SUV platform but according to the company’s European chief that doesn’t mean Lagonda will be an SUV/crossover brand. Speaking with Autotelegraaf, Aston Martin’s Marcel Beci explained that Lagonda will not have an SUV in its lineup, as the original Lagonda models were about easy-to-drive luxury cars.

This puts some confusion on the whole issue, as the Lagonda concept seemed to reveal that the brand would be leaning towards an SUV-type of vehicle. Mixed reactions from the public may have had something to do with a change in tack, or Beci may be simply trying to pull the wool over our eyes and keep a SUV as an ace up the company’s sleeve.

Speaking last year at the announcement of the brand’s revival, Aston Martin CEO Dr Ulrich Bez said "the revival of the Lagonda brand would allow us to develop cars which can have a different character than a sports car, and therefore offer a perfect synergy. Lagonda will use a unique design language as Aston Martin does. We will take elements of DNA from the past but will be very future orientated as we are with Aston Martin. With Lagonda offering exclusive, luxurious and truly versatile products with high quality and usability and suitable for both existing and emerging markets, I believe we can be present in more than 100 countries in the world."

Beci echoed this view, claiming that in many countries it wasn't an aversion to sports cars that was holding Aston Martin back, but perhaps impracticality. He went on to explain that bad roads in developing countries is a major factor putting off many buyers from Aston Martin’s low slung sports cars – something that could be overcome by building a completely new type of vehicle under the Lagonda brand.