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Lagonda Marque coming back

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Posted on 09.1.2008 09:45 by Simona Alina
Filed under: Aston-Martin

Aston Martin announced today its intention to revive the Lagonda name for its own product line. The independent marque was first launched in 1906 but was acquired by Aston Martin in the 60s. Since then, it has spent the last few decades only marking special versions of Aston Martin cars. The last independent Lagonda model was the original Rapide (which Aston plans to revive under its own name in 2010,) and was considered a Rolls-Royce fighter. The first new models under Lagonda brand will be launched 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," said Aston Martin CEO Dr. Ulrich Bez. "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."

Until then we will see the launch of the luxury sedan Rapide, as well as the ultra-exclusive One 77.

Press release after the jump.

Press release

Aston Martin Chief Executive Officer Dr Ulrich Bez has today confirmed his intention to revive the Lagonda marque.

In a statement today he said, “After my eight years with Aston Martin, four with profitability, and 16months of independence, it’s time 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. 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.

“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.

“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.