Lagonda: Aston Martin’s New Ultra-Luxury Brand
“Normal” Aston Martins will still be Astons, but the higher-end stuff will soon be branded Lagonda.
While it’s common for a regular automaker to branch off and launch a new brand for their luxury offerings, Aston Martin is doing something like that, but moving from luxury to ultra-luxury. “Normal” Aston Martins will still be Astons, but the higher-end stuff will be branded Lagonda.
Slated to arrive after 2020, expect two new vehicles with the Lagonda nameplate, according to our friends at Motor Authority. One will be a car, while the other will likely become a crossover or SUV of some type. Before you roll your eyes, it makes sense for Aston to have a crossover offering; they’re hot selling vehicles at any price, and they’ll help with the company’s overall profitability and success.
CHECK OUT: What Forum Members Are Saying About Aston Martin’s New Ultra-Luxury Brand
Aston Martin CEO Andy Palmer described the new Lagonda offerings as the “Concorde of cars.” While we admit that something prestigious like the Concorde sounds great, we hope that the “Concorde of cars” has a better plan for longevity than the airplane.
These Lagondas are part of Aston’s overall Second Century plan, which includes seven cars in seven years. Leading off was the fantastic new DB11. The two Lagondas, while carrying a different nameplate, will still fall into that development plan.
We look forward to seeing what’s next from Aston Martin, and we’re even thrilled to see what the brand can come up with in the competitive crossover space. The Bentley Bentayga is a great car, but it has questionable styling. The Lagonda alternative should be easier on the eyes, and should still deliver in the performance department.
What do you think, is Aston Martin on the right track? Let us know in the forums!
