Aston Martin is reportedly still stuck on the idea of reviving the historic Lagonda badge, but a new story out of the UK suggests we may see a standalone model rather than a unique new range.
The Lagonda name last appeared on a luxury SUV concept, revealed to a largely unimpressed public in 2009. But, like Bentley and its polarising EXP 9 F concept, the carmaker refuses to give up on the badge's potential.
Speaking with the UK's Autocar this week, Aston boss Ulrich Bez said that the Lagonda name remains a frontrunner for a new luxury model, but that it is unlikely to reach showrooms without the Aston name attached.
“In places where this car must sell, like China, no-one has even heard of Lagonda,” Bez said.
“We can call the car Lagonda, and even put the Lagonda wings on it, but it would be an Aston Martin Lagonda.”
It remains unclear if that new model would be an SUV or perhaps a larger ultra-luxury limousine above the Rapide, but a Chinese focus would suggest that an SUV could be the brand's priority.
Bez hinted that the Lagonda could be built on a Daimler platform (the two companies currently have an engine-sourcing agreement), in a deal similar to the original 2009 Lagonda concept, which was built atop the GL-Class SUV.