Aston Martin has cut plans for its Lagonda brand to return to the market (it has owned it since 1947) which included a super sedan and a luxury SUV called Luv.
The latter had generated a Concept in 2009, which was however shown - except for an appearance for just one day at the 2015 Geneva Motor Show - until an event organized by Aston Martin itself in 2019.
The idea of the super luxury sedan had instead materialized already in 2015 with the presentation and small series production (120 units) of the Taraf, a representative four-door vehicle with a 6.0-litre V12 engine intended mainly for the Emirates and Russia.
The 'independent' relaunch operation of Lagonda had been imagined and launched by the then CEO of Aston Martin Andy Palmer as a completely electric response to Bentley's program to attract "the new technological entrepreneurs - Palmer said at the time - young people who today lead the Tesla" and who did not find the answer to their tastes in traditional luxury models.
But with Palmer's exit from the Gaydon company in 2020, development work on the two new Lagondas had been significantly slowed down in favor of investments in the renewal of existing sports models, for the launch of the DBX SUV and to complete the Valkyrie hypercar .and the new management of Lawrence Stroll this ambition has been completely erased.
President Stroll himself recently stated that he believes there is "enough luxury in our sports cars and SUVs. And for this reason we are not considering launching cars with lower performance and higher luxury".
And he reiterated that the Lagonda idea "is completely dead and has absolutely nothing to do with our electric model project".
Aston Martin is in fact moving forward with plans to launch an unprecedented range of electric cars, which will be revealed starting from the 2026 launch of a high-performance quad-engine GT.
Reproduction reserved © Copyright ANSA