Lagonda premieres with first concept
March 4, 2009 by George Skentzos
Aston Martin has premiered the return of Lagonda – one of the oldest and most iconic names in luxury car manufacturing – with a new concept model sure to stir some controversy.
While falling under the Aston Martin corporate umbrella, it is keen to emphasise that Lagonda is a completely new brand aimed at reaching into new markets, explained quite simply by Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, “An Aston Martin demands to be driven. A Lagonda demands a destination.”
The Lagonda Concept is a powerful four-wheel drive, four-seater ‘international tourer’ and has been founded on a platform tailored to accommodate a broad range of future powertrains, including flexfuel, low emission diesel and hybrid systems.
“The Lagonda is the luxury car of the future,” says Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, “a combination of total usability, a new form and innovative new technology and materials.”
Its form has been inspired by the visual language of speedboat design – a ‘fusion of fluid shapes mixed with hard, constructed lines’.
The concept boasts an unnamed V12 engine, likely to have been borrowed from the Aston Martin line-up, delivering power to all four 22-inch wheels.
“Lagonda will create a new kind of customer relationship, instilling the spirit of travel, adventure and style into a single, formidable package,” says Dr Ulrich Bez. “An Aston Martin demands to be driven. A Lagonda demands a destination.”
The revived Lagonda brand promises to bring a sense of adventure and the avant-garde to the luxury car market, combining exceptional ability with unsurpassed elegance, inside and out.
“An Aston Martin is an authentic, pure sports car,” says Dr Ulrich Bez, “but Lagonda is something else, a new brand that will reach into new markets and have different values to Aston Martin.”
Lagonda will return to Russia and enter emerging markets in the Middle East, South America, India and China, as well as Europe, North America and the Far East.
Australia has not received specific mention for the future of the Lagonda brand, although it will launch into as many as 100 territories around the world.
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Ouch! Somehow I’d imagined the Lagonda revival to be built around something a bit sleeker than this, and maybe timed for an economic resurgence rather than a big downturn.
This is what you get when you cross an Audi [Grille and headlights] with a Range Rover Sport a Renault Megane and an Alfa Romeo [Rear].
This time I find myself agreeing with you Wheelnut, there is not one original thing about this piece of dross.
Thats brilliant Wheelnut with a bit of Saab thrown it for good measure. Not exactly harmonious although technologically up there
Wow Aston stole the new Saab 9-5 put a new grill on and accidentally rear ended it on the way to the show. then the air suspension stuffed up and cant be taken of the emergency off road setting and wallah you have a lagonda.
well it looks heaps better than a porsche ceyenne
Oh come one people, it’s not that bad. There is no Saab in there at all. There is little Alfa Romeo, though i will admit that the back reminds me slightly of the GT. No RRS. No Audi (square is just a shape that a grill can be, just because another brand is using this basic shape doesn’t mean they’re copying Audi). I get the Renault Megane comment but it isn’t really sharp enough.
If you can compare it to anything, it would be the Spyker D12. Not so much in looks but the concept is almost identical.
I see a bit of Aston Martin in there. Around the rear passenger windows and some of the lines going across the bonnet, the way it curves down towards the grill. And I think it would look a lot better in black.
Alex; this thing is such an eyesore it makes a Maserati Quattroporte look attractive.
Alex – you’ve gone off on one. Saab, yes there is check the windscreen of the Saab 94X bio thingy concept jobby.
honesly if this were the new 9 5 with saab grill i would say how good looking it is though because it is a lagonda it isnt it should be sleek and elegant not teutonic
KILL IT WITH FIRE
No no no no no! I like the brand concept for Lagonda; elite? sure. different? cool. But a bloody SUV!? c’mon Aston Martin what about a saloon or i don’t know a rally car (just to throw a cat amongst it) but seriously!
Wheelnut, I’ve gone off you again already…. In any context the Maserati Quattroporte looks extremely attractive (and now that they’ve got rid of the stupid gearbox it’s good to drive as well).
But then you like the BMW X6 so that explains your opinion of the Quattroporte.
I’m surprised you don’t think the Lagonda is beautiful.
I am with Wheelnut, regarding the Quattroporte comment.
I reckon the SUV is the starter. I wouldn’t be surprised if the next car off the blocks is a direct RR competitor.
Time will tell.
Either way I can’t afford any of ‘em!