Automakers are usually pretty decisive. They either build a car or they don't. But Aston Martin has embarked down a bumpier road with Lagonda.

Aston bought the Lagonda marque way back in 1947, but after operating it as a separate brand for a few years, it let the brand peter out in the 1950s and 60s. The moniker was revived as a nameplate on a handful of Aston Martin sedans beginning in the 1970s, but that was pretty much the last we saw of it until the 2009 Geneva Motor Show.

That's when the British automaker unveiled the rather unusual concept vehicle (pictured above) to revive the Lagonda name once again as a separate brand. It was meant to test the waters, and the response was not favorable. So it had appeared that AML was dropping the L from its initials and the entire project along with it. But as a stand-alone niche automaker looking to stay afloat in a rapidly amalgamating industry, Aston needs to produce more than front-engined, rear-drive, two-door GTs. And the Rapide sedan apparently isn't going to be enough, so it looks as if that the Lagonda project could be back on the table.

According to Autocar, the real impetus, however, could be coming from emerging markets in Asia – particularly China, but also the Middle East and Russia. The timing for a high-end luxury crossover built by a company known for its exotic sports cars, however, could prove to be good timing or poor: Maserati, Lamborghini and Bentley are all entering the segment in the coming years, so if Aston wants to get a slice of that lucrative pie pioneered by Porsche, it had better get those wheels in motion.


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  • 31 Comments
      Dwight Bynum Jr.
      • 2 Years Ago
      And as unattractive as this vehicle may be... it still looks better than the Bentley EXP 9 F :-/
      KelperFoxWolf
      • 2 Years Ago
      Sorry, but that looks like the Mitsubishi Lancer concept done by Argentine designer HernĂ¡n Charalambopoulos.
      jayss2k07
      • 2 Years Ago
      China can have it
      subaroo15
      • 2 Years Ago
      You know, Aston Martin, if you're going to bump a status icon you'd do it properly. This Lagonda, in my opinion, is the result of a poor negotiation. (Picture two pill headed guys beating each other with foam padded sticks, the check writer equipped with the longer one) To demystify my guise, what I picture a team of embarrassed and talented group convincing a tasteless check writer, in the nicest way, that this is an embarrassment to the history and evolution of the brand. What you could do, if you had balls per say, is throw that bloody hammer down, 'roid up' your Aston Martin Rapide, tweak the shape around your engineering package, and maybe, just maybe throw in some One-77 character for jubilant good-natured hedonism. That's just my opinion. This design can compare to something that fell out of Infiniti's line up of walrus-looking facias (see: their entire SUV of cars) and funded by a pedantic child molester. Such monsters these days...
      wafflesnfalafel
      • 2 Years Ago
      To each his own, but man, I sure am having a hard time appreciating the styling. The sides of a Veloster, the nose of the mid cycle refresh Cayenne, (or maybe original Chrysler 300?), and sort of a Bentley bustled up butt, topped off with a chop job roof line. I kinda see what they were trying for - just didn't come out in execution. Tough to incorporate Aston design language into an SUV I suppose.
      Justin Shaw
      • 2 Years Ago
      My 04 Hyundai tiburon looks better than this...
      ocampo86
      • 2 Years Ago
      I love the design!
      Kahz
      • 2 Years Ago
      Looks like Infititi, just uglier. Does not look sexy like an Aston Martin should!
      Kahz
      • 2 Years Ago
      Looks like Infititi, just uglier. Does not look sexy like an Aston Martin should!
      Ace Convoy
      • 2 Years Ago
      i'm for it. I like it :D
      • 2 Years Ago
      [blocked]
      Abdul
      • 2 Years Ago
      then u need to do it for China only I guess....
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