Aston Martin to Target Bentley, Rolls-Royce With New Lagonda Models
Aston Martin has confirmed it will launch two new Lagonda models by 2023.
Speaking to Car and Driver, Aston Martin CEO Andy Palmer confirmed the British automaker is putting a focus on ultra-luxury Lagonda models and has secured the funding to do so. The two new Lagonda models will launch along with another six all-new models by 2023. Palmer says the Lagonda offerings will target Bentley and Rolls-Royce, but he’s hoping neither of them will be a traditional sedan.
“If we just do another three-box sedan, it’s going to be hard to break into that market,” Palmer said in the interview with Car and Driver. “So what I’m challenging the design guys to do is to look for something that breaks that duopoly [between Rolls-Royce and Bentley], but which still has appeal to what is a relatively conservative market and still very much a chauffeur-driven market.”
SEE ALSO: Aston Martin Could Launch a Range Of Ultra-Luxury Lagonda Sedans
The question is what Aston Martin can really do to break the status quo. One thing is for sure, the Lagonda models won’t be crossovers or SUVs, even though Aston Martin has the DBX coming. The new Lagonda models will however, ride on the same large-car platform underpinning the DBX, and will likely share powertrain components including an electric vehicle.
[Source: Car and Driver]
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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