After a less-than-overwhelming reception at the 2009 Geneva Motor Show, Aston Martin has decided to shelve its Lagonda revival plans. Lagonda showed off a four-door crossover concept at the Geneva show, but the production version has been put on hold with the entire project in jeopardy of cancellation.
According to Edmunds, Aston’s Lagonda plans are on indefinite hold, with the strong possibility that entire program could be abandoned. In addition to the Lagonda concept’s luke-warm reception, the downtrodden global economy is making it difficult to make a business case for adding another premium brand to the market.
“We have several sources ready to invest upward of a quarter-billion pounds, but the timing right now is simply wrong,†Aston Martin head Ulrich Bez told Edmunds. “We have some work to do yet, and it takes a lot of investment.”
Aston Martin is mulling the idea of testing the waters again with a second Lagonda concept, but a lack of internal leadership could ultimately derail those plans. All things considered, it seems that the odds of a production Lagonda are extremely thin.
