Lagonda to Live Again
by KBB.com Editors | February 20, 2009 12:49 PM
The British luxury marque Lagonda is set to be revived by its parent company, Aston Martin. In a statement confirming the long-rumored resurrection of this classic nameplate, Dr. Ulrich Bez, Aston Martin CEO, also announced plans to celebrate the 100th anniversary of Lagonda by unveiling a concept vehicle at the Geneva Auto Show next month -- with an eye towards having a production variant on sale by 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," Bez noted. While leveraging the potential synergies that would be available, Aston's chief insisted that Lagonda's design language would be unique and put a futuristic spin on various signature DNA elements used on past models. Ambitiously optimistic, Bez also added, "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."