RUMOURS CIRCULATING the internet earlier this week claimed that Aston Martin’s ambitious Lagonda revival had been placed on an “indefinite hold”, with company insiders allegedly saying that Aston’s plans for a new prestige sub-brand may never go ahead.

The global financial crisis is reportedly to blame, but the official word from Aston Martin is that its Lagonda brand-expanding project is still very much alive.

“At present, our position has not changed in relation to Lagonda,” Marcel Fabris, Aston Martin’s Sales Manager for Australia, New Zealand and South Africa told TMR.

“The SUV first unveiled at Geneva Motor Show is a concept only and we’re still conducting styling reviews and feasibility studies.

“If the project does proceed, 2012 would be the earliest possible release for the vehicle and re-launch of the brand.”

According to Mr Fabris, the SUV concept generated significant interest from potential buyers after it hit the stands at Geneva. Many critics have panned the Lagonda concept for its unorthodox looks; but with the luxury SUV market still very much a profitable one, Aston Martin will most likely stick to its guns with Lagonda.

Another Lagonda concept is rumoured to be in the works, with a motor show debut expected sometime later in 2009.

It remains to be seen whether that concept is a refined version of the SUV seen earlier this year or an entirely different model, but it’s clear that Aston Martin are more than commited to the Lagonda project for now.