Gaydon, England - Aston Martin took an apparent dig at Elon Musk and other rivals, saying its new Lagonda range will be the world’s first luxury electric car brand.
Aston is vying to conquer the high-end electric car market, fighting rivals including Rolls-Royce, Bentley and Musk’s Tesla.
It is resurrecting the 112-year-old Lagonda marque as a high-powered fossil fuel-free range, to be available in 2021, and billing it as a luxury brand.
Announcing the new strategy, Aston’s Andy Palmer said: "It will appeal to people other than traditionalists - those who want to upgrade from a Tesla."
Palmer believes the brand can be more than just a car maker.