Aston Martin Lagonda SUV will enter in production image

The highly anticipated concept, which briefly appeared at Geneva Motor Show two years ago, will enter in production. Aston Martin CEO Dr. Ulrich Bez said that the company has vote to bring back the Lagonda brand.

This news comes despite the overwhelmingly negative reaction the Lagonda crossover concept received in Geneva two years ago.

“Daimler spent around a billion relaunching the Maybach brand,” said Bez. “But we can do Lagonda for a small fraction of that cost.” Bez said.

Perhaps more importantly, Aston Martin has a larger plan, with Bez telling AutoCar that more products for Lagonda are in the pipe. Don’t look for Lagonda sports cars, however, but more SUVs, with the brand squarely focused on AWD models designed for Russia, China and other emerging markets.

However, at this moment, the British automaker is seeking financial backing for the project and an automotive partner to provide platform and drive-train technologies.

The reported £100-300k ($160-480k) price spread will put it far above even fully-spec’ed out versions of the Porsche Cayenne and Land Rover Range Rover. This would help Lagonda establish a new market for super-luxury SUVs. Bentley has plans for a crossover SUV but there are no other obvious rivals.

Power for the concept comes from a V12 engine with an unspecified engine output, but of more important news is the fact that Lagonda will explore the use of flex-fuel, diesel, and hybrid powertrains for future production models.