Lagonda to take on Rolls-Royce

Aston Martin will formally relaunch its Lagonda nameplate as a standalone brand – and it's gunning for Rolls-Royce.

First establish in 1906, Lagonda has for decades been effectively a model designation under the Aston Martin umbrella. Come 2018-19, however, the brand will return in its own right – wholly owned by Aston but with two unique models and a very different market positioning.

Aston Martin is undergoing a resurgence under the new leadership of ex-Nissan exec, Dr Andy Palmer.

With middle-eastern venture capital dollars and growing profitability, Palmer has refreshed the brand and signed deals with Daimler to share powertrains and electrical platforms. The brand is launching a Red Bull partnered hypercar, the Valkyrie and is in the process of rolling out a full relaunch of its key models.

Now Palmer has confirmed plans for Lagonda, with two models being pitched against Rolls Royce and Bentley.

"Historically, Lagonda competed with the likes of Rolls and Bentley. [but] it has been largely dormant or has often been used as a sub brand... or a pet name of Aston, so lots of confusion, " Palmer told motoring.com.au.

"We're going to get rid of the confusion... The direction I gave to Marek [Reichman, Aston Design boss] was look, Rolls Royce, is the epitome of luxury. It's first class in a [Boeing] 777 – big, comfortable, we can't compete with them. [So instead] Give me Concorde – the best of speed; the finest of fastest cars.

Palmer says he's yet to sign off on Lagonda one and two.

"The creative juices are flowing. I don't even know what the two cars are. But, I've just said go give me something that will approach that [luxury] market differently.

"That's where we're going. And we're at sketch and quarter scale stage at the moment." He revealed.

Palmer admits that it's likely the two Lagondas will be a large sedan (like the Taraf pictured) and a crossover – but he says the latter will a different vehicle from Aston's upcoming DBX.

"There isn't a panacea, because if you look at that market, what you're seeing is the traditional big saloon – it still defines those companies – but [sedan] volume is dropping.

"Look at the SUV side, Bentayga in the case of Bentley, and you see it fundamentally replacing [sedan sales]. You know, in 2021, we have to anticipate what that [market trend] might be."

Palmer says the Lagondas will likely leverage Aston's alloy architecture rather than use a Mercedes (or other) donor platform.

"I'm assuming it will be a bonded aluminium platform because that's what the factory is capable of doing. I'm also assuming it will use a number of units carrying across from the Aston brand. But at architectural and skin level it will be unique.

"It's got to look like it comes from a different father," Palmer stated.