Aston Martin Says Staying Focused On Car Performance, Lagonda Project Is Completely Dead

All-Terrain Lagonda concept car. (Doc. Aston Martin)

JAKARTA - In 2019, Aston Martin, a luxury sports car manufacturer from England, launched a concept car that focuses on high-level luxury. The car design was praised at that time, especially for its design that focused on the future.

At the time of the launch of the concept, then Aston Martin CEO Andy Palmer had a plan map to revive the Lagonda brand as an electric competitor to Bentley. Well, part of this plan includes the launch of a super-saloon and SUV.

However, after Palmer resigned in 2020, the Lagonda project was stopped. Now, Aston Martin has reiterated its intention to stay focused on the current sports car segment and close the door to entering the super luxury car market.

This was revealed by chairman Lawrence Stroll, who stated that they are no longer interested in launching cars with a focus on luxury and comfort higher than performance.

Aston Martin chose to focus on developing their existing sports cars, such as launching the DBX SUV, and developing the Valkyrie hypercar.

"We think there is enough luxury in our sports cars and SUVs. So, we are not considering launching cars with lower performance and higher luxury," said Stroll, quoted by Autocar, February 28.

According to him, Aston Martin can serve the market effectively, especially with the increase in the level of personalization they offer across lines and very luxurious 'Q' dealers they open around the world.

"The idea of the Lagunda project is completely dead and has absolutely nothing to do with our electric vehicle plans," he concluded.

Despite Lagonda's plan to shut down, Aston Martin continues with plans to launch an electric car, starting with a high-performance GT with four driving motors by 2026.