Although the high level of personalization has caused the average selling price of Aston Martin to soar to a record high of 213,000 pounds (Note: currently about 1.94 million RMB).The company said it has no plans to enter the luxury car market.
Under former chief executive Andy Palmer, Aston Martin had previously planned to launch luxury models and sought to create an all-electric Bentley rival by reviving the Lagonda brand.
Lagonda was originally planned to launch a super sedan and an SUV, which were already unveiled as concepts in 2018 and 2019 respectively. Palmer said at the time that the models were aimed at “tech entrepreneurs, people who drive Teslas,” rather than traditional Bentley and Rolls-Royce customers, adding, “They are also high-net-worth individuals. But it’s not the same type of customer.”
After Palmer left the company in 2020, the Lagonda project fell silent and is understood to have been shelved, replaced by investment in existing Aston Martin sports cars, the launch of the DBX SUV, and the development of the Valkyrie supercar.
Current chairman Lawrence Stroll has said he has no intention of taking Aston Martin into the luxury car market. “We believe our existing sports cars and SUVs are luxurious enough, so we won’t consider introducing a less capable, more luxury-focused model,” he said.
Stroll emphasized that the company has been able to effectively meet this market demand, “especially now that the entire range of models we offer has a higher level of personalization” and has also opened ultra-luxury luxury brands around the world. “Q” DEALERSHIP.
Regarding the Lagonda project proposed by “previous management,” Stroll confirmed: “That idea has been completely shelved and is completely irrelevant to our electric vehicle plans.”
However, Aston Martin will continue to promote the launch of electric vehicles, and the first model will be a high-performance four-motor GT sports car planned to be launched in 2026.
