Aston Martin has confirmed it is moving ahead with plans to launch a full-sized SUV, to be called the ‘Aston Martin Lagonda’ when it reaches showrooms.
Aston Martin CEO Dr Ulrich Bez told Autocar that while the British marque has yet to develop any running prototypes, the Lagonda SUV is “absolutely” on Aston’s radar.
“If you look at how Porsche and Volkswagen worked together to produce two completely different cars, it would be possible to have a similar arrangement with Mercedes so long as our car was clearly and distinctly an Aston Martin.”
The Lagonda SUV would still be badged as an Aston Martin model, and would not herald a revival of the Lagonda brand, contrary to Bez’s initial plans for the badge.
“In places where this car must sell, like China, no one has ever heard of Lagonda… We can call the car Lagonda, and even put the Lagonda wings on it, but it would be an Aston Martin Lagonda,” Bez said.
Aston Martin first raised talks of using the Lagonda badge for an SUV back in 2009 when it revealed the Mercedes GL-Class-based Lagonda Concept in Geneva. However, that car’s reception was something of a disaster on account of its controversial appearance.
If and when the Lagonda SUV is launched, it will enter into a burgeoning ‘super-SUV’ market, competing against the likes of the production versions of the Bentley EXP 9F, Lamborghini Urus and Maserati Levante. Exotic car makers have realised the necessity of an SUV model in their line-ups to appeal to emerging markets including China and Russia, as well as the Middle East.
The SUV could also help Aston Martin reverse its recently announced sales decline, and help fund a new generation of sports cars to keep the iconic British brand relevant, much like the Cayenne did for Porsche.