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.