Aston Martin will soon be relaunching the Lagonda brand as a competitor to the likes of Bentley and Rolls-Royce. Speaking with Motoring, Aston Martin boss Andy Palmer said Lagonda would standard apart from its parent company.
“Historically, Lagonda competed with the likes of Rolls and Bentley. [but] it has been largely dormant or has often been used as a sub brand… or a pet name of Aston, so lots of confusion. We’re going to get rid of the confusion… The direction I gave to Marek [Reichman, Aston Design boss] was look, Rolls Royce, is the epitome of luxury. It’s first class in a [Boeing] 777 – big, comfortable, we can’t compete with them. [So instead] Give me Concorde – the best of speed; the finest of fastest cars," said Palmer.
The Lagonda lineup will comprise of two models, although what they will be is unknown at this time. Palmer says he hasn't signed off on plans for either model. He does admit it will likely be a sedan and SUV. Both models will use Aston's bonded aluminium platform and not one from their partner, Mercedes-Benz. Both models are expected to debut sometime in the next decade.