The world might need another ultra-luxury car brand like it needs a hole in the head, but that isn’t stopping Aston Martin from moving forward with plans to revive its dormant Lagonda nameplate. Following rumors earlier this year, Aston Martin has confirmed it will bring the Lagonda brand back to the market by 2012.
The upcoming Lagonda models – two are already earmarked for production – will ride on Aston’s VH platform, but should have a different personality from Aston Martin’s current model lineup. Whereas cars such as the DBS focus on performance first and luxury second, Aston’s Lgonda models will be more like Bentley ’s offerings – focusing on luxurious cars that can go insanely fast.
Two models are already in the Lagonda pipeline, with the first slated to be an upscale version of the Aston Martin Rapide , according to Automotive News. The Lagonda-badged Rapide should hit the market in 2011, with a price tag to match its up-scale aspirations.
The second Lagonda model will likely be a Mercedes-Benz S-Class fighter. The softer sedan should show up about a year after the Rapide-based Lagonda, with prices starting around $100,000.
The U.S. will undoubtedly be part of Aston Martin ’s Lagonda plans, but Aston Martin is expecting the Lagonda nameplate to do well in regions such as South America and China where sports cars aren’t as highly coveted.
