Lagonda is ‘dead’, Aston Martin focuses on its own models

Formally, the company under which Aston Martin falls is still called Aston Martin Lagonda and the latter name has a special history. For example, at the beginning of the twentieth century there was already an independent car brand Lagonda, which was taken over by Aston Martin in the 1940s. In 1961, an Aston Martin DB4-based luxury sedan was launched called Lagonda Rapide, followed by the very striking Aston Martin Lagonda in the 1970s. The latter received a modern successor in 2014. That reincarnation of the Lagonda name seemed like the beginning of more. Lagonda even seemed to become its own luxury brand alongside Aston Martin. In 2018, we received a preview of the first separate Lagonda model with the Vision Concept. The All-Terrain Concept followed in 2019, a precursor to an SUV from Lagonda.

Both study models will remain without a production sequel, it now appears. Since then, Lawrence Stroll has become the man in charge of Aston Martin Lagonda and he clearly sees no point in it. According to Coach Stroll declares that the entire Lagonda project was the fruit of the previous management and is ‘that idea completely dead and has nothing to do with Aston Martin’s EV plans’. The wealthy Canadian says that Aston Martin already sufficiently serves the luxury market with its own products, partly thanks to personalization by the Q department.