**: IT House.
IT Home reported on March 3 that despite the high level of personalization, the average selling price of Aston Martin soared to a record 2130,000 pounds (note from IT House: about 1.94 million yuan at present), but the company said it has no plans to enter the luxury car market.
Previously, under the leadership of former CEO Andy Palmer, Aston Martin had planned a luxury model and tried to create an all-electric Bentley competitor by reviving the Lagonda brand.
Lagonda was originally planned to launch a supersedan and an SUV, and it was already unveiled as a concept car in 2018 and 2019, respectively. Palmer said at the time that the models were aimed at "tech entrepreneurs, those who drive Teslas" rather than traditional Bentley and Rolls-Royce customers, adding that "they are also high-net-worth individuals, but they are not the same type of customers." ”
After Palmer's departure in 2020, the Lagonda project fell silent and is reportedly shelved in favor of investments in the existing Aston Martin sports car, the launch of the DBX SUV and the development of the Valkyrie supercar.
Current chairman Lawrence Stroll has said he has no intention of bringing Aston Martin into the luxury car market. "We don't think existing sports cars and SUVs are luxurious enough that we're not going to consider a model that's a little less performant and more luxury-focused," he says. ”
Stroll stresses that the company has been able to effectively meet this market demand, "especially now that we offer a higher level of personalisation across the full range of models" and has also opened ultra-luxury "Q" dealerships around the world.
Regarding the Lagonda project proposed by the "previous management", Stroll confirmed: "That idea has been completely shelved and completely unrelated to our electric vehicle plans. ”
However, Aston Martin will continue to push ahead with its plans for electric vehicles, starting with a high-performance four-motor GT sports car scheduled to hit the market in 2026.
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