Aston Martin planning to rival Ferrari with new models

Aston Martin is already one of the most bespoke and prestigious labels on the planet but the company is seriously considering positioning its next-generation models further upmarket to make way for the relaunch of Lagonda. Earlier this month CEO Dr. Ulrich Bez revealed plans to resurrect the Lagonda marque in order to preserve the Aston Martin name for the company’s sports cars and use Lagonda for models with a completely different character, such as a high-end crossover or large premium saloon.

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