Aston Martin Reviving Lagonda Brand to Boost SUV Sales in China

By Trevor Dorchies | May 16, 2012
Aston Martin has carved out its own niche in today's automotive market thanks to its flagship vehicle, the DBS. While everyone loves a good supercar, their low ground clearance means they're not always practical in markets with poor road conditions, like China, Russia, and India. That's why Aston Martin has decided to bring the Lagonda nameplate back from extinction and relaunch it with a portfolio that will consist almost entirely of high-end SUVs. The original design of the Lagonda SUV first debuted back at the 2009 Geneva Motor Show to little praise, but that didn't phase the British automaker. Ulrich Bez, CEO of Aston Martin, has hinted that an updated Lagonda concept is due out "in the coming year." Another Lagonda model, a sedan, has already been hinted at being a reality too. Aston Martin isn't the only super car maker to enter the SUV realm in the face of a recovering economy. Lamborghini and Bentley have also recently unveiled its own interpretation of an SUV to the public. Bentley's EXP 9 F SUV concept was met mostly with public chaffing while Lambo's  Urus SUV can't go into production soon enough. Bentley has decided to push its new SUV into production later this year while the Urus won't see the light of day until 2017. So why are all of these globally known luxury automakers turning to robust SUVs to boost sales? The global economy has placed its figurative hand tightly around the supercar sales figurative throat and consequently, vehicles over $150,000 have seen sales drop. This is good news though for super luxury automakers as it tests the open and unforeseen waters of the SUV market. Consumers shopping for a supercar with a matching price tag still have options but they now come in a larger form. Porsche has already seen what happens when you put together a solid product that's priced competitively in the form of the Cayenne. Lamborghini, Bentley, and now Aston Martin can only hope to imitate the Cayenne when their SUV models hit the open market in the next few years. Source: Autocar UK Source: Autocar UK