Aston Martin considering Formula E entry with Lagonda brand

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Aston Martin could bring its luxury Lagonda electric car brand into Formula E.

The car manufacturer is reviving the Lagonda name which was founded in 1906. It revealed the Lagonda Vision concept, an all-electic car aimed at the luxury market, at the Geneva Motor Show this week.

“As we’re going to be the first luxury electric company in the world I think it behoves us to give it careful thought and consideration,” said Sproule.

Aston Martin has previously indicated it could enter Formula One as an engine manufacturer in 2021. It has connections to F1 and Formula E through TAG Heuer, which it announced as its new official watch partner on Tuesday. TAG Heuer is the official timekeeper for Formula E and brands the Renault power units used in F1 by Red Bull, of which Aston Martin is the title sponsor. Aston Martin CEO Andy Palmer met Formula E boss Alejandro Agag through TAG Heuer in Geneva.

Formula E could be a good fit for Lagonda as Aston Martin seeks to raise the profile of the brand, Sproule explained.

“As we planned out Lagonda our focus has been the launch, the communications, the market. There is now a seventh luxury brand in the world. If you look at the market: McLaren, Ferrari, Lamborghini, Bentley, Rolls-Royce, Aston, lucky number seven is Lagonda.

“Lagonda will bring something entirely new to the luxury space. We have to now work around the best way to bring that brand to market because brand awareness is naturally quite low. How and where should we build brand awareness? We will absolutely put Formula E on the list of considerations.”

Lagonda’s racing heritage includes a victory in the 1935 Le Mans 24 Hours.

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