Aston Martin to revive Lagonda marque

ASTON MARTIN has announced that it will revive the Lagonda marque, with chief executive Ulrich Bez confirming this week that the British sportscar manufacturer will show a concept car next year – Lagonda’s 100th anniversary year – ahead of an expected production debut in 2012.

“We have now investigated and concluded that the revival of the Lagonda brand would allow us to develop cars which can have a different character than a sportscar, and therefore offer a perfect synergy,” Dr Bez said.

“Lagonda will use a unique design language as Aston Martin does. We will take elements of DNA from the past but will be very future-orientated, as we are with Aston Martin.

“With Lagonda offering exclusive, luxurious and truly versatile products with high quality and usability and suitable for both existing and emerging markets, I believe we can be present in more than 100 countries in the world.

Left: Aston Martin Lagonda Vignale concept car.



“In 2009, Lagonda is about to celebrate its 100th birthday and in its centenary year we are confident that we will show the first concept of a car which could be in the market in 2012.”

Dr Bez said that, after 16 months of independence from previous owner Ford, the time was right for Aston Martin “to think about a longer-term future”.

“Aston Martin is an honest, authentic brand which builds the most beautiful sportscars, combining modern technology with craftsmanship,” he said.

“Next year we will launch the four-door Rapide sportscar, and this will be followed by the project ‘One 77’ – the most spectacular Aston Martin ever.

“Aston Martins are currently available in 32 countries, but we will remain limited in our market penetration by the pure character of our cars – sportscars.”

The Lagonda marque was purchased and integrated into Aston Martin in 1947.

The previous Lagonda model was the 1976 V8 sedan, while the most recent concept bearing the famous brand name – which derives from a river near founder Wilbur Gunn’s home town of Springfield, Ohio in the US – was a Vignale-styled four-door limousine unveiled at the 1993 Geneva motor show.

Read more:

First look: One-77 takes Aston to new heights

First look: Aston’s lithe limo