Aston Martin is hard at work figuring out just what to do with its Lagonda brand revival plans. The company confirmed plans last year to revive the marque for a new range of bespoke models, the first of which is set to appear in 2012, but exactly what market segments to enter is shaping up to be a difficult question for executives.

While there are only a few years left for Aston Martin to come up with a plan for Lagonda, we've already seen the first concept, which was unveiled at last month’s Geneva Motor Show. The polarizing concept vehicle was based on a Mercedes Benz GL-Class SUV platform but that doesn’t mean Lagonda will be an SUV/crossover brand.

This puts some confusion on the whole issue, as the Lagonda concept seemed to reveal that the brand would be leaning towards an SUV-type of vehicle, however, mixed reactions from the public may have had something to do with a change in tack.

We now have some new images of the oddly-styled concept, revealing for the first time its interior. Strangely, the concept's designers have decided to add several cushions inside. Don't ask us why.

Yesterday we learned that Aston Martin remained committed to the comeback of its Lagonda brand, despite it being four years since the automaker first announced Lagonda’s comeback and little progress made in the area. But rather than launch Lagonda as a separate brand as originally envisaged, it now sounds like Aston Martin will use the Lagonda name for a standalone model.

The information was revealed by Aston Martin CEO Dr. Ulrich Bez during a recent interview with Autocar. The main reason, according to Bez, is due to the lack of awareness of Lagonda, particularly in emerging markets where Aston Martin is still attempting to establish its own name.

“In places where this car [the Lagonda] must sell, like China, no-one has even heard of Lagonda,” said Bez. “We can call the car Lagonda, and even put the Lagonda wings on it, but it would be an Aston Martin Lagonda.”

Bez didn’t reveal what form the new Lagonda model would take, though an SUV like 2009’s Lagonda concept is the most logical, given the strong demand for such vehicles where luxury sales are growing. He did, however, strongly suggest that the Lagonda would be based on a Mercedes-Benz platform, just like the 2009 concept, which was based on the bones of a GL-Class SUV.

Referring to the Porsche Cayenne and Volkswagen Touareg, Bez said, “If you look at how Porsche and Volkswagen worked together to produce two completely different cars, it would be possible to have a similar arrangement with Mercedes so long as our car was clearly and distinctly an Aston Martin.”

Using an existing platform would help Aston Martin save substantial costs as well as accelerate development. Engines and other technical components will likely be sourced from new alliance partner AMG.

Unfortunately for Aston Martin, it may be several years still until we see a new Lagonda SUV, and by that time most rival brands will have SUVs of their own. Due within the next couple of years are SUVs from Bentley, Maserati and Lamborghini and then we could see additional SUV models from the likes of Rolls-Royce and Spyker.

Aston Martin spotted testing striking Lagonda sedan

By Noah Joseph
Posted May 8th 2014 9:56AM

Aston Martin may be known more for its two-door GTs and cabrios, but it has made a handful of four-door sedans. They've historically worn the Lagonda name as either a nameplate or marque, and that's just what we seem to have here.

Spied running along familiar test routes in the UK, this prototype is reportedly registered to Aston Martin and based on the current Rapide S, complete with the company's long-serving AM11 6.0-liter V12. Only whereas the Rapide packs everything in tight on a short wheelbase – albeit with more room in the back than the two-door DB9 or Vanquish – this prototype appears to be riding on a stretched wheelbase.

Over that lengthened frame, Aston's Q customization department has apparently draped custom bodywork with lines that seem to blend elements of the last Aston Martin Lagonda sedan that wedged its way in between 1976 and 1990 on the one hand, and Zagato's pair of Centennial concepts presented last summer on the other. One thing it clearly is not, however, is the Lagonda crossover concept which Aston revealed to mixed reviews at the Geneva Motor Show back in 2009.

The big question is where this sedan is heading (beyond its test route). We could be looking at a highly exclusive creation for a handful of wealthy clients, or at a production model to relaunch the Lagonda brand as has long been anticipated. We're hoping it's the latter, but we'll just have to wait to find out. Judging by how close it looks to completion, it shouldn't be too long.