Aston Martin’s Plans to Revive Lagonda Completely Dead
In a surprising turn of events, Aston Martin’s plans to revive its historic luxury brand Lagonda have been confirmed as “completely dead” by the company’s chief executive, Lorenzo’s Walk. This news comes after years of anticipation and speculation surrounding the revival of Lagonda, which began during the supercar boom but has since faded into obscurity.
The initial resurgence of Lagonda was championed by former Aston Martin chief executive Andy Palmer, who believed that the brand could appeal to a new demographic of tech-savvy consumers. However, this vision faced significant challenges, given Lagonda’s lack of consistent presence in the market since 1940 and its limited product offerings over the past 60 years. Despite these hurdles, the plan was to launch two ultra-luxury electric cars to compete with the likes of Bentley and Rolls-Royce—a high-performance sedan and an SUV.
Unfortunately, after a group led by Stroll acquired Aston Martin in 2020, the Lagonda project was sidelined and eventually abandoned. There were even discussions within Aston’s management about rebranding Lagonda as an elite level for its existing cars, akin to Maybach’s relationship with Mercedes, rather than as a standalone brand for electric vehicles. In a recent interview with Coach, Stroll reiterated that Lagonda’s return in any form is not on the company’s agenda.
Stroll stated, “That idea is completely dead and has absolutely nothing to do with our electric vehicle plan. We believe that our sports cars and SUVs already embody enough luxury, and we are not considering introducing a lower-performance, higher-luxury vehicle.”
Aston Martin is already positioned in the luxury automotive market, with an average transaction price approaching $270,000. This has been driven by enhanced customization options and the success of the Valhalla and Valkyrie hypercars. While Aston’s electric vehicles are in the pipeline, the launch of the first electric car has been pushed back to 2026, with plug-in hybrids filling the gap until then.
The company’s first electric vehicle is expected to be a high-riding, four-motor grand tourer, reminiscent of the DBX EV. Despite initial skepticism around the DBX, it has proven to be a successful model for Aston Martin. Therefore, there is hope that the first electric vehicle from Aston Martin will also meet expectations.
As Aston Martin focuses on its existing lineup of sports cars and SUVs, the dream of Lagonda’s revival has been put to rest. With the luxury automaker committed to its electric vehicle plans and the continued development of high-performance models, the legacy of Lagonda will remain a relic of the past.
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