Aston Martin has definitively killed off any bid to revive the Lagonda badge, with boss Lawrence Stroll declaring that the proposed luxurious sub-brand “just isn’t related in any method” to plans for future electric cars or plug-in hybrids. The demise of Lagonda has been mooted since 2021 however now any lingering doubts have been extinguished.
The British producer has issued quite a lot of Lagonda ideas throughout the previous decade and launched the low quantity Lagonda Taraf saloon in 2015. Every time it declared that the title was able to make a return on vehicles with a better emphasis on luxurious and fewer concentrate on sporting dynamics.
Nevertheless, talking throughout Aston’s 2023 earnings name, the agency’s Government Chairman Lawrence Stroll clarified that the Lagonda tasks, conceived earlier than he assumed management of the agency, have been knifed fully. “They have been below the earlier administration,” Stroll mentioned, “and that plan is totally lifeless. It’s not related, in any method, to our electrified car plan.”
Stroll believes Aston’s current positioning is opulent sufficient to fulfil buyer wants. “There’s sufficient luxurious in our sports cars,” he mentioned, “so we’re not contemplating a ‘less-performance, higher-luxury’ automobile. We have now the fitting degree of luxurious in our merchandise.”
Aston Martin is planning to introduce 4 BEVs however has knocked again the timeline on them to 2026, permitting house for a few plug-in hybrid fashions to be launched within the meantime. When requested to provide the reasoning behind the EV delay, Stroll mentioned, “It’s market-demand pushed. As most OEMs are experiencing, client demand [for EVs] on the Aston Martin worth level just isn’t the place we thought it was going to be two years in the past. We’re merely pushing it again – all of the know-how is in place, the platform is in place – the one factor not in place is the client demand at this early stage. We’re being prudent in making this determination.”
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