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.