When Aston Martin previewed the rebirth of the Lagonda brand with an ungainly SUV concept (pictured below) at the 2009 Geneva Motor Show, no one was optimistic about its success. Aston took the criticism to heart, but will still go ahead with the brand's comeback, according to the latest from its CEO Dr. Ulrich Bez.

The only problem, Aston Martin is struggling to figure out just exactly which direction it should take for its Lagonda brand revival plans. To complicate matters further, the automaker is considering launching not one, but possibly two or three new models under the brand.

Speaking with CAR, Bez said the new-generation Lagondas are likely to include a sporty crossover, a car-based soft-roader similar to the Subaru Outback and Audi Allroad, and a high-end luxury sedan built as a spiritual successor to the original 1976 Aston Martin Lagonda designed by William Towns (also pictured below).

Aston Martin Lagonda Concept

Aston Martin Lagonda Concept

These models will be aimed at a very different buyer to those you’d typically find in an Aston Martin dealership, one who lives in regions where it’s not possible to drive a low slung sports car every day.

The first off the bat is likely to be the sporty crossover and will likely share its underpinnings with the upcoming 2012 Mercedes-Benz ML. It would like be followed by the high-end sedan, which could potentially share its running with the next-generation Maybach.

A partnership between the two luxury marques was reported on previously, though economic feasibility and direct competition may rule this option out.

Aston Martin Lagonda

Aston Martin Lagonda

Speaking previously, Bez said the revival of the Lagonda brand would allow Aston Martin to develop cars which can have a different character than a sports car, and therefore offer a perfect synergy. They will be more versatile and practical yet still luxurious and exclusive.

Lagonda will also use a unique design language as Aston Martin does, taking elements of DNA from the past but in a very future orientated way.



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