Aston Martin to revive Lagonda Marque
September 03, 2008: Aston Martin CEO Dr Ulrich Bez has confirmed his intention to revive the Lagonda marque. The Lagonda name is one of the British automotive greats of the pre-WW2 period, founded in 1906 (by American Wilbur Gunn who named the company after a river near his home in Springfield, Ohio). The company was integrated into Aston Martin in 1947. Aston Martin will use the name to develop cars of “a different character than a sportscar, and therefore offer a perfect synergy” with the existing range. Lagonda will use a new and unique design language using “elements of DNA from the past” but the new marque will be “very future orientated” and offer “exclusive, luxurious and truly versatile products with high quality and usability.” The first concept will be shown during the marque’s 100th anniversary year (2009) and will be brought to market as early as 2012.
In a statement Dr Bez said, “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. 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.
Lagonda’s history is well documented on Wikipedia, and the photo gallery contains three pics of some of the luxurious Lagondas of the past.