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