New Aston Martin Lagonda to be revealed in 2009
Warwickshire-based Aston Martin has confirmed plans to revive the Lagonda brand name as part of its expansion programme.
The company bought the Lagonda company in 1947 but has not built a car under that name since the late 1980s when the badge appeared on a range of luxury sports saloons.
Aston Martin chief executive Ulrich Bez said plans to revive the name as a second brand were to go ahead. A concept model is likely to be unveiled in 2009 to coincide with the 100th anniversary of Lagonda.
The new car could go into production by 2012, but there is no guarantee that it will be built in Britain.
With Aston Martin reaching full capacity at its Gaydon plant, its next new model, the four-door Rapide will be produced by contract assembler Magna Steyr in Graz, Austria, which builds some BMW models.
The announcement comes nearly 18 months after Aston Martin was bought from Ford by a Kuwaiti private equity consortium.
“Aston Martin is an honest, authentic brand which builds the most beautiful sports cars, combining modern technology with craftsmanship,” Mr Bez said. “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.
“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.”
Aston Martin, which currently sells cars in 32 countries, is also planning what Mr Bez called “the most spectacular Aston Martin ever”.
Codenamed One-77, the limited edition super car is also expected to go on sale next year.
