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Lagonda "completely dead" as Aston Martin focuses on sports cars

Lagonda All Terrain concept Geneva 2019 front quarter
Lagonda All Terrain concept Geneva 2019 front quarter

Lagonda All-Terrain concept from 2019 envisioned an electric Bentley Bentayga rival

High levels of personalisation have pushed the average price of an Aston Martin to a record £213,000, but the firm has no plans to branch out into the luxury car market.

The company had planned to launch luxury cars under previous CEO Andy Palmer, who was working on plans to revive the Lagonda marque as an all-electric rival to Bentley

Lagonda was planned to offer a super-saloon and an SUV, which were previewed by concept cars in 2018 and 2019 respectively.

Palmer said at the time the cars were aimed at "tech entrepreneurs, the guys who drive Teslas", rather than traditional Bentley and Rolls-Royce customers. "It's in the same high-net-worth market but not aimed at the same customer," he added.