“That was a different time,” Aston Martin design boss Marek Reichman told Piston Heads when asked about the automaker’s plans for an SUV. “It was Ulrich’s [outgoing CEO Ulrich Bez] time. And now we’re in a very, very different time, with a different plan and with a different projection of what that brand [Lagonda] should become.”
Reichman said that Aston Martin is still committed to a Lagonda comeback, but that it won’t be a regular brand full of different vehicles. He explained that Lagonda will be positioned as a “unique coachbuilt experience.”
Proof of this strategy is already underway, with a prototype for an Aston Martin sedan with some retro cues inspired by the original Aston Martin Lagonda sedan spotted in the U.K. recently. Though based on the underpinnings of the Rapide, the new sedans will be highly customized and production is likely to be limited to well under 100 units.