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The buzz from Bez: Lagonda lives again
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Aston Martin CEO Dr Ulrich Bez has today confirmed his intention to revive the storied Lagonda marque. The new Lagonda will be shown in concept form in 2009, Lagonda’s 100th birthday (as calculated by Aston Martin), with a production vehicle expected in 2012.
“After my eight years with Aston Martin,” Bez said today, “four with profitability, and 16 months of independence, it’s time to think about a longer term future.”
That future, says Bez, includes expanding beyond sports cars, and Lagonda, a part of Aston Martin and sporadically produced since its acquisition in the 1950s, has the necessary character.
“We have now investigated and concluded that the revival of the Lagonda brand would allow us to develop cars which can have a different character than a sports car, and therefore offer a perfect synergy. Lagonda will use a unique design language as Aston Martin does. We will take elements of DNA from the past but will be very future orientated as we are with Aston Martin. With Lagonda offering exclusive, luxurious and truly versatile products with high quality and usability and suitable for both existing and emerging markets, I believe we can be present in more than 100 countries in the world.”
Aston Martins are currently present in 32 markets worldwide.The current Aston Martin sports car lineup of the DBS, DB9 and V8 Vantage will be joined next year by the Aston Martin Rapide, a four-door sports car initiated during Ford’s ownership. It will be followed by the mysterious project “one-77,” so named for the production that will be limited to seventy-seven examples. Bez calls the one-77 “the most spectacular Aston Martin ever,” due in part to the 7.0-liter V-12 that will be under its sculpted hood. Aston Martin is rumored to be working with Mercedes-Benz AMG on the project.
Ford owned Aston Martin from 1991 until March 2007, having returned the company to profitability and selling it to consortium of British businessmen though Ford continues to hold a share.
Illustrations: top, New Lagona badge; bottom, 1976 Aston Martin Lagona, Aston Martin photo.
Find Aston Martin professional new car reviews at carbuzzard.com.
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