We’ve always thought of the Aston Martin Lagonda SUV as being former CEO Dr. Ulrich Bez’s pet project. But now that Bez is out of the management picture over at Aston, it looks like the Lagonda SUV is heading out with him.
Aston Martin Director of Design Marek Reichman recently talked to Pistonheads about the state of the company in the post-Bez era and the discussion brought about an update on the state of the long-awaited SUV.
If you’ve been waiting for the release of the model, maybe now’s the best time to turn away. With Bez out as CEO, the Lagonda SUV is no more.
“That was a different time,” Reichmann told Pistonheads. “It was Ulrich’s time. And now we’re in a very, very different time, with a different plan and with a different projection of what that brand should become.”
Part of that plan is retaining the Lagonda brand. But instead of building it as an SUV, Aston is now setting its sights on turning the Lagonda into its own exclusive marque.
That means more attention to exclusivity and less on the idea of mass production, which was something that Aston initially planned for the Lagonda SUV .
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