Aston Martin boss Dr. Ulrich Bez told Drive he strongly believes the Lagonda brand will be brought back to life.

Aston Martin boss Dr. Ulrich Bez told Drive he strongly believes the Lagonda brand will be brought back to life.

He wasn't able to provide a timetable as to when this will happen, but he expressed his confidence there will be a Lagonda in the future. He added the name has the potential to be used on just about any type of car outside Aston Martin's current family and he admitted an SUV has the highest chances of being launched.

As a reminder, Aston Martin revived the Lagonda in 2009 in concept form at the Geneva Motor Show with an SUV based on the Mercedes-Benz GL-Class powered by a 6.0-liter V12 engine. With Lamborghini, Maserati, Bentley and possibly Rolls-Royce plotting an SUV, Aston Martin wants a piece of the increasingly bigger pie with its own model which will "have a different kind of comfort and usability" since Aston Martin doesn't "make utility" cars.

He defined the word "utility" (in automotive terms) as the type of car you take to the shop to buy a fridge. Ulrich Bez added the Lagonda SUV won't be that car and at the same time it will have to live up to Aston Martin's standards of luxury, performance and craftsmanship. The SUV could pave the way for other Lagonda-branded models, including a mid-size sedan and a large limousine.

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Aston Martin still confident in Lagonda revival