Aston Martin CEO: ‘We don’t make utility;’ plans Lagonda SUV anyhow

By Nick Jaynes October 14, 2013

Seems the Brits at Aston Martin just simply won’t be outdone by, well, the other Brtis at Bentley. Accordingly, Aston is planning a jump-start of the once-axed Lagonda SUV concept, based upon the Mercedes-Benz GL and powered by an Aston 6.0-liter V12. Presumably, this is an answer to the forthcoming Bentley SUV.

Funnily enough, that’s not all Aston has planned for the Lagonda moniker. Aston also plans to use the legendary Aston nameplate to start another offshoot brand. The planned Lagonda brand would encompass, “everything that goes beyond what is our base car line and preferably it will be something like an SUV. But it could be – if I look at the next five or 10 year period – then I could see a variety of possibilities,” Aston Martin boss, Dr. Ulrich Bez, admitted to Drive.

This surprising news comes on the heels of a recent report by The Telegraph that Aston posted a $39 million pre-tax loss for 2012.

I’m scratching my head as to why Aston would want to expand its line with another brand when it’s main brand is faltering. When Ford faced losses several years ago, it jettisoned all its brands – including Volvo, which at the time was its only profitable brand – in order to keep Ford alive. Could the reverse plan work? I’m not sure.

The strangeness doesn’t end there, though. Dr. Bez went on to add, “We [Aston] don’t make utility.”

Riddle me this, then, Dr. Bez, what would a huge Aston-built luxury Sport Utility Vehicle based on a German ladder truck frame be, then?

“You do not take an Aston Martin or Lagonda to the shop to buy a fridge and I don’t think this is what utility means to us. It has to have a different kind of comfort and usability,” Bez added.

So Aston, facing losses, is planning another sub-brand that builds large, presumably expensive, truck-based luxury vehicles without any utility. Order the fireworks now, boys, I think we’ve got a hit on our hands.

Editors' Recommendations

Former Digital Trends Contributor

Nick Jaynes is the Automotive Editor for Digital Trends. He developed a passion for writing about cars working his way…

Cars

Rivian R2 vs. Ford Mustang Mach-E: Will the R2 be a better buy?

Side of the Rivian R2

The Rivian R2 has finally been announced, and it could end up being the go-to EV for drivers who want a decently affordable electric car with a rugged look and feel. But when it finally launches to the public, it won't be the only option in its price range -- the Ford Mustang Mach-E could be one of its main competitors.

The Mustang Mach-E may not be quite as rugged-feeling as the Rivian R2, but it does have a lot going for it -- like an increasingly low price, sleek design, and comfortable interior. Is one of these EVs better than the other? We put the two head-to-head to find out.
Design
The first thing to note about the two cars is their design, as they’re pretty different. The Rivian R2 is built to be a little more rugged and outdoorsy, while the Mach-E instead has a sleeker and sportier look to it. Both cars look stylish and modern.

Cars

2025 Mercedes-Benz EQS sedan gets new face, bigger battery

2025 Mercedes-Benz EQS sedan front-quarter view.

The Mercedes-Benz EQS sedan arrived during the 2022 model year as the flagship of Mercedes' EV fleet. But now that it's been on sale for a few years, it's time for this flagship to get a refit so that it can stay competitive with other six-figure electric sedans like the BMW i7, Lucid Air, and Tesla Model S. The updated EQS sedan is scheduled to reach dealerships later this year as a 2025 model.

One of the most controversial features of the EQS has been its unorthodox streamlined shape, which makes the EQS one of the most aerodynamic sedans around, but also means it doesn't look much like a traditional Mercedes. For 2025, the EQS takes a step closer to that traditional look with a new grille featuring chrome bars like on the Mercedes S-Class. It also sports the brand's trademark hood ornament.

Cars

Best electric car charger deals: $100 off home charging stations

The handle of the Grizzl-E EV charger plugged into a vehicle.

A few years ago, electric vehicles were pretty rare or cost a fortune, but with more and more of the larger car brands getting into the game, there are a lot of excellent and even budget-friendly choices nowadays. That said, the electrical network for charging your cars might not be that widespread, so instead you'll have to rely on charging your car at home. Luckily, there are a lot of excellent car chargers at a discount, so if you've just bought an EV or want to upgrade your current charging solution, be sure to check out our favorite deals below.
Shockflo EV charger — $205, was $220

This EV charger by Shockflo is a Level 2 EV charger, which offers six times faster charging than a standard charger. It delivers 24 miles with just one hour of charging, and it can act as a mobile charger you can throw in the trunk or be mounted to a wall. It has an LCD display with useful information like charging rate, voltage, and charging time, as well as LED indicator lights that lets you know charging progress and errors.