The company hinted a possible relaunch back in 2009 when it previewed the Lagonda SUV Concept at the Geneva Motor Show. From that, the car itself didn't really receive positive feedback but it did re-spark brand awareness and an overall positive attitude towards the Lagonda brand.
Aston Martin currently owns Lagonda, which is registered as Aston Martin Lagonda Limited, but the company needs further backing from another manufacturer to supply major components. The Lagonda SUV Concept used a Mercedes-Benz G-Class platform. Bez said,
"Daimler spent around a billion relaunching the Maybach brand. But we can do Lagonda for a small fraction of that cost."
Bez is adamant the brand will showcase a number of models, centralised around a super-luxury SUV theme. He said models will range from 100,000 euros through to 300,000 euros ($138,000 to $413,000), but emphasised that all of them would be built keeping emerging markets in mind, like Russia and China. Janette Green, Aston Martin director of brand communications, told Autocar,
"Aston Martin is present in 35 countries but there are limits to where you can drive a sports car. In Russia, for example, you need a car that can cope with difficult roads and harsh winters."
Lagonda hopes to provide a model for those areas. The only other car that will rival such a model is the upcoming Bentley SUV.
Bez said Aston Martin and Lagonda would remain very separate brands, with each showcasing designated badging. He said there would be no Aston Martin 'version' of Lagonda vehicles or Lagonda versions of Aston Martin sports cars.