Aston Martin is making significant operational changes within the company. The manufacturer, which planned to revive the Lagonda name and offer it as a separate brand, abandoned this goal. Accordingly, it will focus on electric and sports vehicles.
Aston Martin President: Lagonda brand is completely dead
Aston Martin has canceled its goal to relaunch Lagonda as a separate high-end electric brand, according to company President Lawrence Stroll. Stroll said that they did not want to position Lagonda as a rival to brands such as Bentley.
Aston Martin wanted to make the Lagonda model a separate brand and offer a much more premium vehicle. However, the company announced that the idea of focusing on ultra-luxury instead of performance is “completely dead.” Accordingly, it will focus on producing electric and sports vehicles.
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Former CEO Andy Palmer had envisioned Lagonda being revived as Aston Martin’s electric brand. In 2018 and 2019, electric sedan and SUV concept cars were introduced.
However, Stroll stated that Aston Martin’s basic sports cars and future SUV models do not need a separate section. “We think our sports cars and SUVs are luxurious enough. “For this reason, we do not plan to launch a lower-performance, higher-luxury car,” he said.
The Lagonda name was last used in 2015 with only 200 special models. Stroll’s statements show that the attempt to revive this brand, which emerged in the early 20th century, is over.
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