It seems incredibly likely that Aston Martin will sit out of the remainder of the ongoing race between the high-end marques to launch luxurious SUVs, and instead focus on coachbuilt cars for its own expansion. Aston Martin’s Lagonda concept from 2009 showed that the automaker was seriously considering launching an SUV at one point, but following the announcement of CEO Ulrich Bez stepping down, it seems those plans have become lost in the abyss.
“That was a different time,” said Aston Martin design boss Marek Reichman when asked about the automaker’s plans for an SUV. “It was Ulrich’s time. And now we’re in a very, very different time, with a different plan and with a different projection of what that brand [Lagonda] should become.”
Reichman said that Aston Martin is still committed to launching Lagonda comeback, but that it won’t be a regular brand full of different vehicles. He explained that Lagonda will be positioned as a singular “unique coachbuilt experience.”
Proof of this strategy is already underway, with a prototype for an Aston Martin sedan with some retro cues inspired by the original Aston Martin Lagonda sedan was spotted in the U.K. recently. Though based on the foundations of the Rapide, the new sedans will be highly customized and production is likely to be limited to well under 100 units.