Aston Martin may expand its business to include a full range of ultra luxurious sedans under its Lagonda marque.
The British manufacturer recently laid out ambitious plans to add more grand tourers and supercars to its lineup and will also get in on the crossover game with the DBX by 2019. Aston isn’t stopping there, either. CEO Andy Palmer hopes to use the Lagonda badge reserved for its high-end sedans to take the fight to Rolls-Royce and Bentley – but the plans aren’t set in stone.
Aston Martin last used the Lagonda badge on the limited production Lagonda Taraf, which was introduced at the 2014 Geneva Motor Show. That car, which sold for seven-figures, was based on the four-door Aston Martin Rapide and was limited to around 150 examples. Palmer was simply testing the demand for such a vehicle with the Taraf, but Aston is now nearly ready to commit to a full range of sedans.
“I think Lagonda can be a hugely credible brand in that part of the market,” Palmer told Car & Driver. “We know how to make cars handle, we know how to make them luxurious, and we have already made and sold sedans.”
The arrival of the Lagonda range, if it were to happen, would leave the Rapide in an awkward place in Aston Martin’s product portfolio. For that reason, Palmer said the Rapide would likely die with the introduction of the first Lagonda model. It’s also possible the Rapide goes the way of the Dodo Bird when the DBX crossover is launched in 2019.
If Aston Martin gives its new Lagonda range the green light, we should expect to see the first model arrive sometime in 2021.