Aston Martin to revive the Lagonda brand in Geneva

[ahmed_7erzon]

Aston Martin's big boss has decided to resuscitate the Lagonda brand name in order to introduce a new concept vehicle at the next Geneva Auto Show.

The last time the prestigious name was used in the industry was in relation to the heterogeneous Aston Martin Lagonda, of which fewer than 650 units were sold between 1976 and 1989.

Lagonda M45 Tourer 1934

Dr. Ulrich Bez is applying simple and profitable logic to the Lagonda approach: "After eight years with Aston Martin, four years of profits and 16 months of independent, it's time to start thinking long-term." Bez also says the company is ready to develop a new car with a less sporty flavour.

That's where the Lagonda brand comes in. Featuring a different design language, the cars will go back to the company's deeply planted roots while striking a decidedly contemporary attitude. Bez adds that "with the Lagonda offering exclusivity, luxury and the true versatility of a high-quality product, it will be appropriate for existing and emerging markets."

This is not a new strategy for Aston Martin, who wishes to increase its visibility on world markets. Aston Martin's products are currently available in 32 countries, though its managers are looking to distribute the Lagonda in no less than 100 countries.

The Geneva Auto Show will be hosting the return of the Lagonda in concept form. Aston Martin hopes to introduce the brand's first production car worldwide in 2012.