Long Live Lagonda! Aston Martin plans to resurrect the storied ultra-luxe brand. BY STEVE SILER Aston Martin recently announced that it intends to bring back the century-old Lagonda luxury brand, presumably to compete with Rolls Royce and Maybach . The move will allow Aston Martin to diversify without diluting its high-end sports car and GT product focus. “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,” said CEO Dr. Ulrich Bez. “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. First of the New Lagondas: Something SUV-ish The news of Lagonda’s resurrection is greeted by much rejoicing, particularly among those that loved the funky, boxy, 17.4-foot-long Aston Martin Lagonda saloon built between 1976 and 1989, which had a 5.3-liter pushrod V-8 and a then-novel digital dashboard, both of which suffered from questionable-at-best reliability. Keep Reading: Aston Martin to Revive Lagonda Marque - Car News ...
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Long Live Lagonda! Aston Martin plans to resurrect the storied ultra-luxe brand. BY STEVE SILER Aston Martin recently announced that it intends to bring back the century-old Lagonda luxury brand, presumably to compete with Rolls Royce and Maybach . The move will allow Aston Martin to diversify without diluting its high-end sports car and GT product focus. “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,” said CEO Dr. Ulrich Bez. “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. First of the New Lagondas: Something SUV-ish The news of Lagonda’s resurrection is greeted by much rejoicing, particularly among those that loved the funky, boxy, 17.4-foot-long Aston Martin Lagonda saloon built between 1976 and 1989, which had a 5.3-liter pushrod V-8 and a then-novel digital dashboard, both of which suffered from questionable-at-best reliability. Keep Reading: Aston Martin to Revive Lagonda Marque - Car News ...