THE luxury car market is to get a new entrant – Lagonda.
Aston Martin has confirmed it intends to bring back the famous marque, showing a concept next year, with a view to series production by 2012.
Why? To expand into new markets. Aston Martin being solely a sports car brand apparently limits the brand’s market penetration, to around 32 markets. Company chief Ulrich Bez wants to use Lagonda to increase this to over 100 worldwide markets.
‘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.’
The cars will be pretty unique, he explained. ‘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.’
The firm also reminded us the Rapide four-door sportscar will b arriving next year, followed by project ‘one-77’, the hyper-price supercar previewed by Car Dealer a few weeks ago.