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Aston Martin revives Lagonda name

Rafay Ansar

Chief Executive Officer of Aston Martin, Dr Ulrich Bez, yesterday confirmed that his company would relaunch the Lagonda marque, with a concept car due for unveiling in 2009 and a possible production offering by 2012.

Bez wants the Aston Martin to adorn only sportscars, including next year's new four-seat Rapide and the exclusive one 77 hypercar announced recently. This strategy limits the market for the company though so the idea is for Lagonda to be a stand alone brand specialising in high-end luxury cars.

Dr Bez continues: "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."

It is expected that a Lagonda concept will make its debut at the Frankfurt motorshow next year, celebrating the badge's 100th anniversary.
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