Aston Martin has confirmed plans to revive the legendary Lagonda marque and will use it for a range of new bespoke models, the first of which will appear in 2012. This way Aston Martin can reserve its own name for its sports car like the - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER and - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER, and have another brand to develop models with a completely different character to its performance range.

Speaking at the announcement of the brand’s revival, Aston Martin CEO Officer Dr Ulrich Bez said “after my eight years with Aston Martin, four with profitability, and 16 months of independence, it’s time to think about a longer term future.”

“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. 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.”

As a company, the new brand could push Aston Martin well past the 20,000 units per year mark, and allow it to achieve better profitability, especially with a rumored engine and parts sharing deal with Mercedes-Benz in the works.

Next year the Lagonda brand turns 100 years old and to mark the occasion a new concept vehicle will be launched. While there have been no official details, the concept is expected to be a luxurious saloon designed to rival the likes of Bentley and Rolls Royce. The last Aston Martin Lagonda to make production was the Series 4 saloon in 1987, however a concept car, called the Vignale, was also built in 1993.


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Maybach and Logonda.....hmmmm.

Maybe the rumors are true, this makes sense IMO. That way neither Mercedes-Benz or Aston-Martin are compromised, they can do their thing under the Lagonda and Maybach brands. Note to Maybach: get Aston to help (not entirely) style your future cars!


M

Aston Martin recently announced that it intends to bring back the century-old Lagonda luxury brand, presumably to compete with Rolls Royce and Maybach. The move will allow Aston Martin to diversify without diluting its high-end sports car and GT product focus.

“After my eight years with Aston Martin, four with profitability, and 16 months of independence, it’s time to think about a longer-term future,” said CEO Dr. Ulrich Bez. “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,” he confirmed.

First of the New Lagondas: Something SUV-ish

The news of Lagonda’s resurrection is greeted by much rejoicing, particularly among those that loved the funky, boxy, 17.4-foot-long Aston Martin Lagonda saloon built between 1976 and 1989, which had a 5.3-liter pushrod V-8 and a then-novel digital dashboard, both of which suffered from questionable-at-best reliability.

But little is known of what sort of shape the new Lagondas will take. Dr. Bez promises that Lagonda products will have their own design language containing “elements of DNA from the past [while being] very future-orientated as we are with Aston Martin.” The Lagonda product line, he said, will be “exclusive, luxurious, and truly versatile with high quality and usability, and suitable for both existing and emerging markets.” Hmm. Can you say “SUV?”

In an interview with Car and Driver, an Aston Martin spokesperson said this first new Lagonda “wouldn’t be an SUV in the same way as a BMW X5,” for example, but that we shouldn’t be surprised to see some styling elements of the marque’s big old four-door reprised in the new vehicle. This ought to be interesting.

Rapide will remain an Aston Martin

Why reintroduce Lagonda as a separate marque as opposed to launch a Lagonda model under the Aston Martin name? “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 sports car, and therefore offer a perfect synergy,” he said. Aston Martin will remain “an honest, authentic brand which builds the most beautiful sports cars, combining modern technology with craftsmanship.”

Next year Aston Martin will launch the four-door Rapide, followed by the One-77, which Aston says will be “the most spectacular Aston Martin ever.”

Lagonda is also expected to be sold in far more places. Aston Martins are currently available in only 32 countries, but Bez expects that Lagonda will be available in 100 countries, including many new markets in Asia and the former Soviet block.

Yes, we’ll get it, too.


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Hard to believe that Aston is sold in only 32 countries. There is so much growth potential for them it isn't even funny. Maybe Mercedes should buy them, but with a strict hands off policy when it comes to the character and styling of their cars. Make Astons everyday reliable, more use friendly, with better A/C, AMG engines, but keep their gorgeous and unique. Do a Maybach and Lagonda together. I could work, if done right.

This project scream Maybach collaboration. Can't wait to see how it turns out.

Good I'd say.
We need some more ultra lux transportation.


I still hope Audi will bring back Horch and make it a rival to the
Maybach and now this.


But it will be a difficult choice...
pr. today I would only buy the Bentley Arnage / GTC or RR - DRC

Yeah Audi is pretty much hamstrung regarding Horch being in a "family" that includes Bentley and Bugatti.

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Rendered Speculation: Lagonda Sedan



Under the stewardship of David Richards, Aston Martin have become an automaker that are making waves in the industry. A brand new limited edition £1million supercar dubbed one-77 is in the works and soon enough we will see the unveiling of the Rapide Four-Door Coupe. But one of its more surprising moves has been Aston Martin's decision to revive the Lagonda brand, its first concept is due to be presented to the public next year whilst full production is planned for 2012.

No specific details have been released on what the first model from the brand could be, but one possibility could be a four door luxury sedan which has been eloquently rendered by WCF resident Andrei Avarvarii. We already know that Aston Martin are quite incapable of producing anything other than beautiful, so we have no reason to think Lagonda will be any different.

The grille has been designed to be the luxury equivalent of the “smile” we usually see on Aston Martins. The sculptural body has creases that are intended to dissimulate the massive proportions of the car and simple, clean lines are emphasized by high-tech elements for a car that is filled with history, yet aimed at the future.


Source - WCF: Rendered Speculation: Lagonda Sedan

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For some reason it reminds me on Lancia.

Revolting

Uh no, that is a 2010 Buick.

M

Are you sure it's not the 2010 Lexus ?