THERE are currently “no plans to revive” a historic luxury car brand after its plan to launch Rolls-Royce rivalling EVs was labelled “completely dead”.
The marque was set to make a return for the first time in eight years following a stop-start production history but has been put back on the shelf for now.
In its annual results call, Aston Martin confirmed it would be scrapping proposals to relaunch the Lagonda marque as a high-end electric car manufacturer.
The company’s plan had been to release the first car under the Lagonda name since 2016 in the form of an all-electric super saloon and equivalent SUV designed to take on giants of the luxury market like Bentley and Rolls Royce.
Concept versions were revealed in 2018/19, with Aston’s then-CEO Andy Palmer saying they were seeking to target a similar customer base to Tesla.
However, on the 2023 results call, new executive chairman Lawrence Stroll confirmed that the idea, which was introduced under Palmer, was now “completely dead”.
He said: “We think there’s enough luxury in our sports cars and SUV, so we’re not considering launching a less-performance, higher-luxury car.
“That idea is completely dead and has absolutely nothing to do with our electric vehicle plan.”
The firm is now set to focus on its sports car and Aston-branded EV output.
This is expected to begin with the upcoming GT model slated for a 2026 debut.
That being said, the company retains ownership of the Lagonda brand, which it has had since 1947, and has not ruled out the long-term prospects of a return.
The brand was established in 1906 as an independent manufacturer but has been on and off in terms of production in recent years.
It last released a car in 2015 with the arrival of the £1 million Taraf saloon.
Only 200 units were made and production ceased the following year.
A spokesperson for Aston Martin said: “Whilst we retain the IP of Lagonda, there are no current plans for this to be revived – particularly as a luxury EV brand.
“That project is to Lawrence’s words ‘completely dead’.
“Future electric models would be launched within the Aston Martin brand which is our sole focus right now.
“Our positioning is one of combining ultra-luxury and high-performance as seen with DB12 and the recently launched Vantage, with no intentions to have a specific luxury product line at present.”
