Aston Martin revived the 
Lagonda badge name with the limited-edition Taraf.
Aston Martin revived the Lagonda badge name with the limited-edition Taraf.

Future Aston Martin Lagondas to sport unconventional designs

3rd Nov 2017 7:00 am

Aston Martin CEO Andy Palmer says he wants to break the duopoly between Rolls Royce and Bentley with upcoming Lagonda models.

Aston Martin CEO Any Palmer has said that future Lagonda models, two of which are due in 2023, will forgo the standard three-box design and sport unconventional styling.

Palmer believes that the brand must away from the usual forms adopted by the established luxury rival models from Rolls-Royce and Bentley.

“The truth is I don’t want either of them to be what you’d call a traditional saloon,” Palmer told Autocar. “If we just do another three-box, it’s going to be hard to break into that market. So what I’m challenging the design guys to do is to look for something that breaks that duopoly [between Rolls and Bentley] but which still has appeal to what is a relatively conservative market, and what is still very much a chauffeur-driven market.”

The possibility for one of the models that is due to arrive in 2023 to be an all-electric one is high, and could share the electric architecture with the yet-to-arrive DBX crossover.

 “The large-car platform, of which the DBX is the first execution, is engineered to accept an electric powertrain,” Palmer said. “It doesn’t get that at launch, but it does during its lifetime; not necessarily in the guise of DBX, but that architecture does get an electric drive during its lifetime.”

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