Aston Martin is proud to announce the return of Lagonda, one of the oldest and most iconic names in luxury car manufacturing.
The revival of Lagonda fulfils a long-term vision and will bring performance luxury into new markets and territories around the world for Aston Martin Lagonda. Ultimately, Lagonda will be a strong presence in 100 global territories, vastly increasing the global brand reach of the company and extending to new customers.
Reflecting its remarkable history, the brand will return to Russia, enter emerging markets in the Middle East, South America, India and China, as well as responding to demand from the dynamic, innovation-focused consumers of Europe, North America and the Far East.
“The Lagonda is the luxury car of the future,” says Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, “a combination of total usability, a new form and innovative new technology and materials.”
Lagonda is committed to innovative new propulsion technologies, new materials and elegant forms, creating a functional luxury for the near future. Critically, the brand will allow the exploration of alternative powertrain solutions including flexfuel, low emission diesel and hybrid systems. Lagonda will epitomise the intersection of craft, design and technology with Aston Martin’s established high performance expertise.
The intention is for Lagonda to enter the market place with a unique performance avant-garde luxury product, a vehicle that combines exceptional ability with unsurpassed elegance, inside and out. The LAGONDA CONCEPT is a powerful four-wheel drive, four-seater car that will satisfy the most discerning and demanding owner.
“An Aston Martin is an authentic, pure sports car,” says Dr Ulrich Bez, “but Lagonda is something else, a new brand that will reach into new markets. Lagonda will create a new kind of customer relationship, instilling the spirit of travel, adventure and style into a single, formidable package.
“An Aston Martin demands to be driven. A Lagonda demands a destination.”
The Lagonda Concept
The LAGONDA CONCEPT celebrates 100 years of car production under the Lagonda brand, a stunning contemporary evolution of this evocative name.
The modern Lagonda marries functionalism with luxury, through organic forms, rich materials and complex surfaces. The car is based on an advanced platform that is tailored to accommodate a broad range of future powertrains, including flexfuel, low emission diesel and hybrid systems.
The LAGONDA CONCEPT is a four-seat international tourer, an avant-garde luxury car that draws inspiration from the brand’s illustrious past as well as the visual language of speedboat design, the spacious individualist environment of the upper class cabin and the bespoke feel of contemporary modern furniture. Inside, the four generous seats are divided into two zones, front and rear. The result is a relaxed, rich environment that envelops you in warm, tactile materials.
Marek Reichman, Aston Martin’s Director of Design, describes the LAGONDA CONCEPT’s design language as a fusion of fluid shapes mixed with hard, constructed lines. This organic, emotional approach eschews upright surfaces in favour of broad, flowing bodywork around the spacious passenger cabin.
The clear delineation between cabin, shoulder and flank is strongly reminiscent of the powerful and evocative lines of the 1930s era Lagondas, in particular the V12-engined version of the LG6. Viewed from the front of the concept, the deep, strong grille also evokes the presence and frontage of the cars from the inter-war era. The bold character lines that run along the sculpted flanks to the rear ensure the concept is planted firmly on the road. The large 22″ wheels and cut-away bodywork offer exceptional ground clearance, while the concept’s V12 engine delivers power through all four wheels.
A modern automotive brand must have strong core values and a broad range of abilities. The modern Lagonda will be the pre-eminent long-distance automobile, a vehicle that combines cosseting luxury with extreme functionality and technological innovation.
The Lagonda name has been an integral part of the Aston Martin story since 1947. The LAGONDA CONCEPT illustrates how the brand will once again stand together with Aston Martin as the perfect complement to modern performance. A Lagonda stands for functional elegance, performance, simplicity and comfort.
“Lagonda will create a new kind of customer relationship, instilling the spirit of travel, adventure and style into a single, formidable package,” says Dr Ulrich Bez. “An Aston Martin demands to be driven. A Lagonda demands a destination.”