Luxury marque relaunch is back on but it won’t be pure-electric only; Aston brand to be ‘broader’ too
Aston Martin boss Tobias Moers has revealed that the British car-maker still plans to relaunch Lagonda as a luxury brand, despite cancelling its return to market last year.
In an interview with journalists, Moers admitted that resurrecting Lagonda as a luxury alternative to Rolls-Royce and Bentley still held appeal and that it would happen – just not as early as 2022 and no longer as an all-electric brand as originally intended.
“At the moment it’s all about Aston Martin as a brand and how we define Aston Martin as a brand with Formula 1. We’ve pushed Lagonda a bit further down the road, but there’s a lot of potential out of Lagonda,” he said.
Crucially, Moers revealed that if Lagonda was to return it would not be exclusively offered with Aston’s latest pure-electric powertrain technology.
“When it comes to electric drive for sure, that’s supposed to be an Aston Martin,” he said.
“Because otherwise if you take Lagonda as an electric brand to the marketplace, it is so expensive in regards to a marketing exercise to do that, you also dilute the main brand in the long term.
“You don’t want to do that.”
The former Mercedes-AMG boss also added that pigeonholing Aston Martin as an extreme sports car or supercar brand was not on his agenda.
“Aston Martin has a broad brand approach. We’re not Ferrari, we’re not an ultimate performance brand,” he said.
“We can move Aston as a brand a bit more broader.
“When it comes to electric drive cars, I have a theory and that the brand stands for the customer choice. The brand becomes more important when it comes to electric drive.
“But when it comes to Lagonda as a luxurious idea is not so wrong.
“But it’s not finally defined at the moment and we haven’t had time to reassess that.”
Until Aston Martin ran out of cash, Lagonda was set to introduce both a flagship limousine and an SUV.
The latter was previewed by the 2019 Lagonda All-Terrain Concept and was to be an ultra-luxurious pure-electric alternative to a Rolls-Royce Cullinan.
It was intended to sit on an all-new EV architecture, offer acres of space for four to lounge out and be capable of covering up to 650km between charges.
Thanks to new solid-state battery technology, a full wireless recharge was also said to take as little as 15 minutes.
Keyword: Aston Martin commits to Lagonda revival