Aston will take the fight to Bentley and Rolls-Royce.Aston Martin has announced its ambitious model offensive will include at least two brand-new Lagonda-badged models. They'll be aimed at comparable ultra-luxury models from Rolls-Royce and Bentley.The Lagonda nameplate was resurrected on a large, stately sedan (pictured) built in strictly limited numbers. The next few models won't be sedans, however, and they won't be SUVs, either.
"The truth is, I don't want either of them to be what you'd call a traditional sedan," company boss Andy Palmer told Car & Driver. "If we just do another three-box sedan, it's going to be hard to break into that market. So what I'm challenging the design guys to do is to look for something that breaks the duopoly [between Rolls-Royce and Bentley], but which still has appeal to what is a relatively conservative market and still very much a chauffeur-driven market," he added.
Both cars will ride on the same platform as the DBX, Aston Martin's first-ever SUV, and all three will share basic powertrain components. Aston Martin is on a mission to build cleaner cars, so it's safe to assume the next additions to the Lagonda lineup will incorporate some form of electrification.
Car & Driver has learned both Lagonda models will be introduced by 2023. They'll be part of a massive onslaught of models that will include Aston Martin's upcoming SUV, and a mid-engined coupe designed to take down Ferrari and Lamborghini.