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Aston Martin Teases Broader Lagonda Revival In Bid To Boost Sales

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On: Tue, Apr 14, 2015 at 8:42AM | By: Carl Malek


Aston Martin Teases Broader Lagonda Revival In Bid To Boost Sales

Following numerous rumors suggesting a formal reboot of its mothballed Lagonda brand, Aston Martin appeared to officially hint that such a move is possible in a statement released to multiple press outlets.

In his remarks to Automotive News Europe, Aston CEO Andy Palmer revealed that a revival of the Lagonda nameplate is indeed in the works and that a crossover model would be a key cog in Aston's plot to revitalize its sales fortunes. The unnamed utility vehicle would be closely followed by two new models with all three variants being built on one of two all-new platforms that will eventually join Aston's model lineup in the next six years. Like rivals from Bentley and Rolls Royce, the unnamed CUV would be the first-ever CUV entry in the company's iconic history, and serve as a spearhead into a segment that has been untouched by these traditionally car exclusive marques.

In a separate statement designed to quench any doubts from hardline brand loyalists Palmer revealed the potential of a crossover offering stating, "It sounds contentious to say Aston Martin is going into crossovers, but sometimes that is what you have to do." Palmer was quick to reveal to representatives from Car and Driver in a separate interview that the upcoming crossover would have five doors and would also be a little bit higher and taller than the recently unveiled DBX concept which first made its debut at Geneva and offered a veiled hint at what a future Aston Martin badged crossover would look like.

As for whether one of the models will feature the iconic Lagonda badge, Palmer appeared to confirm that such a scenario is indeed the case (albeit in a subtle way) by pointing to the Lagonda pin on his lapel when referring to a future sport sedan model. This subtle action all but confirms that one of the models will wield the Lagonda badge and that it would be built separately from the limited edition Rapide-based Taraf luxury sedan on a global scale.

Look for the new models to begin rolling out sometime in the near future, with more information being revealed closer to their respective debuts. The resurrection of the Lagonda brand could be a major win for Aston Martin since it would not only bring more sales to the company, it would also allow Aston Martin to retain its high level of exclusivity while using the Lagonda marque as a gateway brand that can allow buyers to move into higher tier Aston Martin models.

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