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Lagonda To Return As Ultra-Luxury SUV Maker


Aston Martin Lagonda Concept

Aston Martin Lagonda Concept

Few automakers have as checkered a past as Lagonda. While its most famous (or infamous) car may be the mid-70s Aston Martin Lagonda sedan -- it of the T-square design and incredibly long nose and tail -- the company had a storied history before its acquisition by Aston Martin after World War II.

Now, Aston is committed to bringing back the marque, but with a twist: As a crossover/SUV-only brand. So say the blokes at Autocar, who spoke with Aston Martin CEO Ulrich Bez. He also said that Aston Martin is currently seeking funding and a partner for the mechanical side of things.

Bez gave Autocar a few other tidbits of information. First, Lagonda will not be a sub-brand of Aston Martin -- there will be no Aston Martin Lagondas, nor will any Lagondas be rebadged as an Aston Martins. He also hinted that Lagonda will offer a range of vehicles, and not be a single-model brand.

The new Lagonda will be targeted at emerging markets, such as China and Russia, which still have rough terrain that isn't really suitable for a sports car; an armored version will also be available. However, don't expect a production version of the Lagonda concept (above) that was shown at the Geneva auto show a few years ago. That Mercedes-Benz GL-based concept was widely panned, although Aston Martin chief designer Marek Reichman told Autocar that the reaction wasn't anti-Lagonda, just against that particular design. In fact, there may be a hint of the future wrapped in its sheetmetal, as Bez told Autocar that a partnership with Mercedes was "a good concept." 

Bez notes that the reborn Lagonda brand will be a premium SUV, commanding prices of more than $160,000 to nearly $500,000. That would establish a new breed of ultra-luxury SUVs, virgin territory for Lagonda, and just about everybody else. Maybe, more than 100 years after its founding, Lagonda has finally found its niche.

Source: Autocar, via AutoBlog

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