In the early 2000s, Aston Martin was facing financial difficulties and had a limited range of models. It lacked exciting products like the Valkyrie and Valhalla. However, Aston Martin recognized the need for an SUV to boost its market performance. In 2009, the brand introduced the LUV concept, a luxury V12 SUV, as its first attempt in this segment.

The LUV concept was developed in collaboration with Mercedes-Benz. Aston Martin utilized the platform from the Mercedes GL-Class but made modifications to accommodate its own naturally aspirated V12 engine. The 5.9-liter unit, also used in the DB9 and DBS at the time, powered the LUV. The purpose of this concept was to provide a glimpse into the future of the Lagonda marque, but unfortunately, it remained a concept and was never brought into production.