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Aston Martin to Target Bentley, Rolls-Royce with New Lagonda Models

Aston Martin to Target Bentley, Rolls-Royce with New Lagonda Models

Aston Martin has confirmed it will launch two new Lagonda models by 2023.

Speaking to Car and Driver, Aston Martin CEO Andy Palmer confirmed the British automaker is putting a focus on ultra-luxury Lagonda models and has secured the funding to do so. The two new Lagonda models will launch along with another six all-new models by 2023. Palmer says the Lagonda offerings will target Bentley and Rolls-Royce, but he’s hoping neither of them will be a traditional sedan.

“If we just do another three-box sedan, it’s going to be hard to break into that market,” Palmer said in the interview with Car and Driver. “So what I’m challenging the design guys to do is to look for something that breaks that 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.”

SEE ALSO: Aston Martin Could Launch a Range Of Ultra-Luxury Lagonda Sedans

The question is what Aston Martin can really do to break the status quo. One thing is for sure, the Lagonda models won’t be crossovers or SUVs, even though Aston Martin has the DBX coming. The new Lagonda models will however, ride on the same large-car platform underpinning the DBX, and will likely share powertrain components including an electric vehicle.

[Source: Car and Driver]

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