√EXCLUSIVE: Aston Martin’s Lagonda revival back on the cards

While the Lagonda brand appeared to be axed after the collapse of a luxury electric car project in 2019, Aston Martin’s head designer claims “there is a better one coming.”

Aston Martin may revive its dormant Lagonda luxury marque for the electric era, head designer Marek Reichman told Drive.

Lagonda was established in 1906 and acquired by British sports car maker Aston Martin in 1947.

Its production history has been an on-again-off-again affair, with only a few models offered since the 1960s – including the low-volume Taraf sedan in 2016 (pictured below).

MORE: Electric Aston Martin due in 2025, could be based on Mercedes-Benz platform

An electric Lagonda SUV concept – dubbed the All-Terrain – broke cover in 2019 (below), and was initially due to go into mass production.

However, financial troubles later that year forced executives to axe the project.

At the time, international media reported the Lagonda name would not be revived – with focus instead put on the then-new Aston Martin DBX SUV.

“We started the journey a while ago,” Aston Martin designer Marek Reichman told Drive.

When asked if Aston Martin was disappointed the Lagonda All-Terrain concept did not go into production, Mr Reichman said: “There is a better one coming … [but] not in the immediate future.”

While Aston Martin CEO Tobias Moers – formerly the head of Mercedes-AMG – previously appeared to rule out a return of the Lagonda name, Mr Reichman clarified: “[It was] ruled out until a point in the future.”

“We own the brand and it’s great, but at the moment the focus probably has to be Aston Martin,” Mr Reichman said.

“We’ve got a lot on our plate, but when we’ve defined this part of the menu we will look at the next part.”

It’s unclear what body style a new Lagonda would take, however an electric SUV is the most obvious option given the popularity of the segment compared to flagship sedans.

Mr Reichman suggested earlier this week the upcoming Aston Martin electric car could be underpinned by one of Mercedes-EQ’s platform (the EQS sedan’s EVA chassis shown above). You can read that story in full here.

Mercedes-Benz currently owns a 20 per cent stake in Aston Martin, and provides engines and infotainment software for its latest cars.

While unconfirmed, it’s possible a new Lagonda could be based on an electric Mercedes-Benz platform.

The post EXCLUSIVE: Aston Martin’s Lagonda revival back on the cards appeared first on Drive.