Aston Martin will soon be relaunching the Lagonda brand as a competitor to the likes of Bentley and Rolls-Royce. Speaking with Motoring, Aston Martin boss Andy Palmer said Lagonda would standard apart from its parent company.

“Historically, Lagonda competed with the likes of Rolls and Bentley. [but] it has been largely dormant or has often been used as a sub brand… or a pet name of Aston, so lots of confusion. We’re going to get rid of the confusion… The direction I gave to Marek [Reichman, Aston Design boss] was look, Rolls Royce, is the epitome of luxury. It’s first class in a [Boeing] 777 – big, comfortable, we can’t compete with them. [So instead] Give me Concorde – the best of speed; the finest of fastest cars," said Palmer.

The Lagonda lineup will comprise of two models, although what they will be is unknown at this time. Palmer says he hasn't signed off on plans for either model. He does admit it will likely be a sedan and SUV. Both models will use Aston's bonded aluminium platform and not one from their partner, Mercedes-Benz. Both models are expected to debut sometime in the next decade.

Source: Motoring

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At the risk of siding with Smk on this thread ...

I can't wrap my head around this they may be British but I can't see this as a direct competition to Bentley and Rolls. I do see this as a great competitor to Benz, they both make wonderful performance luxury sedans and Suv's but not over the top opulence with massave interior realestate apples to oranges. 

Believe it when I see it. It makes no sense to try and compete in this category. There are only so many sales and the cost to get things going just do not justify the return.

Aston should be focused on Aston. Leave the past in the past.

I like the concept from the sound of it. Sleek and ultra luxury rather than the giant cars of Rolls and Bentley