After almost a 20-year production hiatus, Aston Martin is set to revive its Lagonda brand, a new report finds. Lagonda – which was named after a river near Springfield, Ohio – was established in 1906, but was acquired by Aston Martin in 1947. Since taking over the brand, Aston Martin has produced a selected number of sedans under the British marque – which confusing was started by an American – the last of which was produced in 1989.
The timing of the re-launch is quite interesting as it corresponds with Aston Martin’s launch of the Rapide four-door sedan. Although the Rapide is probably too far along to be badged as a Lagonda, Aston Martin says that it plans to have a Lagonda concept ready by next year, with a production launch scheduled for 2012.
“The Lagonda brand would allow us to develop cars which can have a different character than a sports car,” Aston Martin CEO Ulrich Bez said in a statement. “Lagonda will have its own niche with luxurious and truly versatile products suitable for both existing and emerging markets.”
Aston Martin is rapidly expanding in emerging markets such as Russia, which would be aided by a new lineup of more versatile cars.
Although no models have been earmarked for the Lagonda brand, it’s quite possible that the new models will have something to do with the reported tie-up between Mercedes-Benz and Aston Martin. The last Lagonda models went head-to-head with the best from Rolls-Royce , which means a Maybach -shared Lagonda model is not out of the question.
