Aston Martin to revive Lagonda marque

Aston Martin CEO, Dr. Ulrich Bez, announced the firm's intentions to revive the fabled Lagonda marque in a statement to the media yesterday. "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." Bez said.

The last Aston Martin Lagonda - designed by William Towns - was built between 1976 and 1989, though the Vignale concept of 1993 indicated that a four-door Lagonda could soon be parked in the Aston Martin stable alongside the coupes and convertibles. As of now, the only two vehicles in the lineup are the DB9 and V8 Vantage. That will all soon change once the four-door Rapide is unveiled at the Geneva Motor Show in March. That car will be followed by the highly personalized 'project One 77' Bez calls "the most spectacular Aston Martin ever".

While Aston Martins are currently available in 32 countries, Bez is aiming to be present in more than 100 countries in the world; to do that they must diversify.

"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." Bez continued, "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 set to celebrate its 100th birthday in 2009, Bez said the first concept of a car which could come to market in 2012 will be unveiled in its centenary year. This confirmation comes on the heels of the announcement that the Rapide - a name also used by the Lagonda marque in the 1930s and revived by Aston Martin in 1961 - will be unveiled at the Swiss show. Mere coincidence? Or could it be sufficient indication that the forthcoming sedan will in fact wear the historic nameplate? We'll soon find out...

By Eric Gallina