century Lagonda won’t be an SUV, according to the man charged with the task of creating the new luxury model.
Aston Martin design director Marek Reichman told PistonHeads the long-rumoured Lagonda SUV – a pet project of former CEO Ulrich Bez that was previewed in concept form in 2009 – was no longer part of the brand’s future plans.
“That was a different time,” Riechman said. “It was Ulrich’s time. And now we’re in a very, very different time, with a different plan and with a different projection of what that brand should become.”
As recently as October, Bez was quoted as saying a Lagonda SUV was “absolutely” on Aston Martin’s radar.
In March, US publication Automobile reported the anticipated SUV could share its platform with the next-generation Mercedes-Benz GL-Class that’s due in 2018. The 2009 Lagonda concept was based on the underpinnings of the original GL.
Reichman alternately said the reborn Lagonda would need to appeal to customers in China, where demand for large, luxury four-door models is strong – evidenced by the success of the Rapide, which is the brand’s top seller in that market.
Reichman’s revelations suggest the new model could be more of a natural successor to the extra-long Lagonda saloon that was produced between 1974 and 1990.
He confirmed the relaunch plans were still in place, and insisted Lagonda-badged models would be much more than simply high-end versions of Aston Martins.
“It’s more,” he said. “It’s the reinvention of the marque, the brand, but done in a very, very limited way. It’s not something we believe that is a mass product.
“There might be some surprises in the marque’s re-establishment into the market place, but as a very unique coach-built experience. And that’s probably what’s most befitting of the brand.”