Lagonda Taraf at Goodwood

Aston Martin CEO Wants More Lagonda Models To Challenge Bentley

Aston Martin CEO Andy Palmer has some big ideas for the Lagonda brand, a marque that was recently revived in 2015 with the limited run Lagonda Taraf sedan.

Speaking with Car and Driver, Palmer explained that he could see Lagonda become a sister brand to Astron Martin featuring an entire range of super-luxury sedans to take on Bentley and Rolls-Royce.

“I think Lagonda can be a hugely credible brand in that part of the market. We know how to make cars handle, we know how to make them luxurious, and we have already made and sold sedans,” said Palmer

“At the moment, I assume two cars. It could be one, it could be three—that will come out in the business case—but two is the most likely.”

Before Aston can make a final decision on these plans, they need to meet some financial targets in the near future.

This also brings up the question as to the fate of the Aston Martin Rapide. Palmer revealed that the Rapide would die when the DBX crossover or if approved, the first Lagonda model.

Pic Credit: Aston Martin


Sign-up to our email newsletter for daily perspectives on car design, trends, events and news, not found elsewhere.