Aston Martin DBX concept

British luxury-sports automotive brand Aston Martin wants pieces of many pies. Besides moving on to prime real estate and busy building a 66-storey residential tower in Miami, Florida, on the automotive front Aston wants to take the fight to the doorstep of Bentley and Rolls-Royce.

For meeting this business objective, Aston Martin has recently announced its model offensive which will include at least two brand-new Lagonda-badged models. Aston promises that these cars will be aimed at comparable ultra-luxury models from Rolls-Royce and Bentley.

The Lagonda nameplate was revived a few years ago on a large limited production standalone sedan. The Lagonda line-up will be expanded no doubt, but the forthcoming models won’t be sedans or SUVs.

“The truth is, I don’t want either of them to be what you’d call a traditional sedan,” said CEO of Aston Andy Palmer. “If we just do another three-box sedan, it’s going to be hard to break into that market. So what I’m challenging the design guys to do is to look for something that breaks the duopoly [between Rolls-Royce and Bentley], but which still has appeal to what is a relatively conservative market and still very much a chauffeur-driven market,” he added.

Should all go as planned, both Lagonda-badged models will ride on the same platform as the DBX, which is Aston Martin’s first-ever SUV. It is expected that all three will share basic powertrain components and the clean side could see some form of electrification.

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