Back in the late 70s and 80s, Aston Martin made a terrible mistake in a modern interpretation of the Aston Martin Lagonda from 1976-1989. It was the first modern Aston Martin. It followed the unfortunate trend in the 70s and 80s when European car makers tried to become more like American muscle cars and tried to appeal to the need of the power brokers of the 80s who wanted bigger, faster, shinier, and more powerful emblems for their wealth. The Lamborghini Countach, the Lamborghini LM002, the Ferrari Berlinetta Boxer, and this model of Porsche 911 are prime examples.
Well, according to Jalopnik, Aston Martin plans to revive the brand:
As rumored, Aston Martin is readying the Lagonda nameplate for an all-newGeneva Motor Show concept. The secret concept, previewing a new brand, is said to be a perfect blend of practicality and performance.
Lagonda was founded in 1906, but was purchased and integrated by Aston Martin in 1947. The Lagonda name has been affixed to Aston Martins since then, and graced the quirky 80s-era Aston Martin Lagonda, but has never been its own brand. According to Aston Martin, the Lagonda nameplate is preparing to celebrate its 100th anniversary next year (no, that makes no sense to us either) and to commemorate the occasion, an all-new concept will debut at the Geneva Motor Show in March.
There’s no telling what this concept could be other than a competitor in the luxury car market filled with Bentleys and Rolls Royces, but Aston Martin is already talking about a production schedule for a 2012 on-sale date. We’ll keep our eyes peeled.
Aston Martin Press Release:
Aston Martin CEO confirms the revival of the Lagonda MarqueAston 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 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.
I guess this is what another model year of the Aston Martin Lagonda looked like:
