“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.”
Even though details are quite limited for the time being, we can still make out from the studio photos that Lagonda Concept looks kinda futuristic, with large front grille and extended headlights, following a number of Aston Martin design particularities.
“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.
Aston Martin says the revived brand will be mostly focused on alternative powertrain solutions, with flexfuel, low emissions diesel and hybrid systems to be the key elements in Lagonda's market evolution.
Aston Martin took over Lagonda in 1947 and, even if it was initially thought that the parent company plans to discontinue the luxury brand, it actually aims to use it to "expand into new markets such as luxury sedans," as company representatives said last year.
"Lagonda models would be vehicles that could be used all year round in markets such as Russia where specialized sports cars such as Aston Martins could only be used for three or four months each year", said Aston Martin spokeswoman Janette Green as reported by Autonews.