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Lagonda Concept Marks Return Of A Legendary British Marque


Lagonda is back. The legendary British marque has been revived for its 100th anniversary and to mark the event a new Lagonda concept car has made its debut today at the Geneva Motor Show. Lagonda is best known for its range of saloons and tourers but its future lies in a very different realm.

The idea behind the revival of Lagonda is to allow current owner, Aston Martin, to reserve its own name for its sports car models like the upcoming Vantage V12 RS and One-77 supercar and have another brand to develop models with a completely different character. As expected, the latest concept vehicle is anything but a sports car, but exactly what segment it fits remains uncertain.

Looking somewhat like the deformed step-brother of the Lincoln MKT crossover, the new Lagonda Concept could best be described as the ugly lovechild of a sedan and crossover. The concept has been designed using elements from Lagonda’s past but it also showcases a unique design language that will feature prominently on its future models.

The vehicle is essentially a luxury sedan with four doors and seating capacity for four adults that sits on a 4WD platform. While no specifications have been released, its designers envisage the vehicle accommodating a broad range of future powertrains, including flexfuel, low emission diesel and hybrid systems.

Viewed from the front, the concept sports an oversized grille not unlike Aston Martin’s own signature design. This is flanked by narrow, tapered back headlights that lead to a raked cabin with sharp lines defining the profile. These sharp lines are matched by bold character lines that run along the sculpted flanks to the rear. Large 22in wheels and cut-away bodywork offer plenty of ground clearance, while the concept's V12 engine delivers power through all four wheels.

Under the leadership of Aston Martin CEO Dr Ulrich Bez, Lagonda will bring performance luxury into new markets and territories around the world. Lagonda will return to Russia, enter emerging markets in the Middle East, South America, India and China, as well as established markets such as Europe, North America and the Far East. Aston Martins are currently available in only 32 countries, but Bez expects that Lagonda will be available in more than 100 countries.

Cars of a 'different character' are to be the specialty of the Lagonda brand and appealing to a broader market appears to be part of the effort. For Aston Martin’s sake, we hope the market is broad enough to contain enough customers who would find vehicles styled like this latest Lagonda Concept attractive enough to actually buy one.

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Comments (13)
  1. Am I the only one who thinks it looks like a Bentley Continental rear ended a DB9 and then imploded into an SUV?

    It's not even that its that bad... but looks a bit awkward...
     
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  2. It's not even that its that bad... but looks a bit awkward...

    Are you kidding? I had to double check it wasn't April 1st when I first saw those shots. It's disgusting and silly.
     
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  3. Well, it keeps people interested in looking at it, even if they only pity the poor thing
     
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  4. i expexted alot dfferent from lagonda especially if they want a triumphant come back lol. i think they have the right idea.. think luxury cars should turn more towards an suv shape. but this is pretty awkward and ugly haha
     
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  5. Are you kidding? I had to double check it wasn't April 1st when I first saw those shots. It's disgusting and silly.

    Hey, I'd rather take this then the Cayenne ;)
     
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  6. This thing is a total abortion!!!!

    Unfortunately in L.A. and the Middle East they will sell like hot cakes!!!!
     
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  7. This thing is a total abortion!!!!

    Unfortunately in L.A. and the Middle East they will sell like hot cakes!!!!

    The Middle East ones will probably also be gold or chome plated
     
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  8. This seems to be one of those love it or hate it designs. But hey this looks way better than the Cayenne or Range rover to me.

    If thats the competition their aiming at they'll do fine with sales. I don't think I can find a hospital in America that doesn't have a Cayenne or Range rover in the doctor's parking...

    Smart move on Astons part reserving their name exclusively for sports cars.
     
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  9. i agree...its a very smart move by Aston Martin that will not dilute the sports car image that it has now successfully built up by adding (a needed in todays market) luxury SUV. The Lagonda badge can now travel down that road and create a Cayenne / Range Rover competitor while also allowing it to down size to capture more of the market in the Volvo XC60 / BMW X3 sized segment without affecting the name of Aston Martin.
    Look at some of you commenting on the Cayenne. It is a solid and very good luxury SUV, but like me you probably dont like it because it affects the purity of the Porsche brand name.
    Kudos for Aston on the idea but not the execution of the product !
     
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  10. i see land rover lrx in this...
     
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  11. Needs a little refinement, would look better in a dark color, but once I see the rear three-quarter, I get it. It's a lot like the Cadillac IMAJ. I think it's a good direction for AM/Lagonda, and for luxury cars in general.
     
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  12. It will never be mistaken for anything else, that is for sure
     
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  13. To all of you stupid people! This car is smoken HOTTTTTTTTTTTTTTTT !!!!!
     
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