Aston Martin SUV Dropped In Favour Of ?Coach-Built? Experience: Report Photo:
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Trevor Collett | Jul, 19 2014 | 0 Comments

Aston Martin’s long-rumoured SUV has been through the ‘on-again, off-again’ cycle for half a decade, but reports this week put it back in the ‘off-again’ bin.

Since the Aston Martin Lagonda SUV concept was unveiled in 2009, rumours have persisted that Aston would eventually bow to the public’s growing fondness for SUVs by offering a new model of some description to its customers.

Speaking with Piston Heads, Aston’s Director of Design Marek Reichman stopped short of ruling out a future SUV for good, but hinted that the project was currently not on the carmaker’s radar.

“[The SUV project] was a different time - it was [former CEO Dr Ulrich Bez’s] time,” Mr Reichman said.

“And now we’re in a very, very different time, with a different plan and with a different projection of what [the Lagonda brand] should become.”

That projection is reportedly a more intense customer-focused program, including a “very unique coach-built experience” that could still revive the Lagonda badge for ‘special edition’ or unique models.

“It’s the reinvention of the marque, the brand, but done in a very, very limited way. It’s not something we believe that is a mass product,” Mr Reichman said.

Exactly how limited “very, very limited” would be is unclear, but Aston could be looking to emulate similar plans for custom-built models from Bentley and Jaguar Land Rover.

Reichman further hinted at a possible future for the Lagonda name, adorning a high-end four-door model aimed at China and other markets.

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2009 Aston Martin Lagonda SUV Concept
2009 Aston Martin Lagonda SUV Concept

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