Classic car brand's revival is AXED with plan to launch Rolls-Royce rivalling EVs 'completely dead' | 2MVSHTF | 2024-03-08 12:08:01
The marque was set to make a return for the primary time in eight years following a stop-start manuf
THERE are presently "no plans to revive" a historic luxurious automotive brand after its plan to launch Rolls-Royce rivalling EVs was labelled "utterly lifeless".
The marque was set to make a return for the primary time in eight years following a stop-start manufacturing history but has been put again on the shelf for now.
In its annual outcomes name, Aston Martin confirmed it might be scrapping proposals to relaunch the Lagonda marque as a high-end electric car manufacturer.
The company's plan had been to launch the first automotive underneath the Lagonda identify since 2016 within the type of an all-electric tremendous saloon and equal SUV designed to tackle giants of the posh market like Bentley and Rolls Royce.
Idea versions have been revealed in 2018/19, with Aston's then-CEO Andy Palmer saying they have been in search of to focus on an identical customer base to Tesla.
Nevertheless, on the 2023 outcomes name, new government chairman Lawrence Stroll confirmed that the thought, which was launched underneath Palmer, was now "utterly lifeless".
He stated: "We expect there's enough luxury in our sports automobiles and SUV, so we're not considering launching a less-performance, higher-luxury automotive.
"That idea is totally lifeless and has completely nothing to do with our electric car plan."
The firm is now set to concentrate on its sports car and Aston-branded EV output.
That is expected to begin with the upcoming GT mannequin slated for a 2026 debut.
That being stated, the company retains possession of the Lagonda model, which it has had since 1947, and has not dominated out the long-term prospects of a return.
The model was established in 1906 as an unbiased manufacturer however has been on and off when it comes to production in recent times.
<!-- End of Brightcove Player --> It final released a automotive in 2015 with the arrival of the £1 million Taraf saloon.
Solely 200 models have been made and production ceased the next yr.
A spokesperson for Aston Martin stated: "While we retain the IP of Lagonda, there are not any current plans for this to be revived – notably as a luxury EV brand.
"That challenge is to Lawrence's words 'utterly lifeless'.
"Future electrical fashions can be launched inside the Aston Martin brand which is our sole focus right now.
"Our positioning is considered one of combining ultra-luxury and high-performance as seen with DB12 and the lately launched Vantage, with no intentions to have a selected luxury product line at current."
As an alternative, Aston will focus on its own EV output, including the newly launched Valhalla[/caption]
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