Aston Martin’s chief executive says the relaunchedLagonda
brand aims to become the equivalent of Concorde for the road, combining luxury with exclusivity and speed.
During an interview withMotoring
, Andy Palmer revealed that new Lagonda models won’t mimic what Rolls-Royce has done and instead provide the market with something a little different.
“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,” Palmer confirmed.
Palmer says that there are two all-newLagonda
models in the works but neither have been signed off for production just yet. However, he did say that there is likely to be a new flagship sedan similar to the Taraf as well as a LagondaSUV
“There isn’t a panacea, because if you look at that market, what you’re seeing is the traditional big saloon – it still defines those companies – but [sedan] volume is dropping.
“Look at the SUV side, Bentayga in the case of Bentley, and you see it fundamentally replacing [sedan sales]. You know, in 2021, we have to anticipate what that [market trend] might be.”