Rumors from earlier this year are evolving into reality. In an interview with Car and Driver, Aston Martin CEO Andy Palmer revealed plans to launch two Lagonda-branded models by 2023, targeting the affluent clientele of Rolls-Royce and Bentley.
Regarding the design of these new Lagonda vehicles, Palmer has expressed a desire for them to diverge from conventional sedans: “I don’t want either of them to be what you’d consider a traditional sedan,” he stated. “Simply replicating a three-box sedan won’t help us penetrate that market. I’m challenging our design team to create something that disrupts the existing duopoly between Rolls-Royce and Bentley, while still appealing to a relatively conservative and chauffeur-driven market.”
However, Palmer clarified that these vehicles will not be SUVs, as some might assume. According to the C/D report, Aston Martin is already addressing the SUV segment with the forthcoming DBX. Both new Lagonda models will likely utilize the DBX’s platform and may share engines with the crossover. Palmer emphasized the goal of producing something that challenges the norm.
The previous Lagonda Taraf, built on the Rapide and priced at $1 million, was an ultra-luxurious revival featuring a V12 engine. The upcoming Lagonda models are expected to incorporate many design elements from the Taraf while moving away from a traditional sedan aesthetic. With the rising popularity of Audi A7-style fastback "coupes," the introduction of an "entry-level" model alongside a flagship Lagonda akin to Rolls’ Phantom-Ghost lineup could position Aston Martin’s Lagonda as a prominent ultra-luxury subbrand.
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