Aston Martin Revives Lagonda with a controversial Concept in Geneva

Marking the Lagonda brand's 100th anniversary, Aston Martin announced the return of the marque in Geneva with the unveiling of a new concept study that is bound to cause controversy and spur conversations over its styling. In what could be seen as some as futuristic, high-end of the London cab (...), the four-door, four-wheel drive crossover is based on the underpinnings of the Mercedes-Benz GL-Class SUV and is powered by a V12 engine.

"The Lagonda is the luxury car of the future," said Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, "a combination of total usability, a new form and innovative new technology and materials." Aston Martin did not reveal any specific details on the Lagonda Concept but it did note that the revival of the brand with this vehicle will help the company expand its presence from 30 countries into more than 100 worldwide including Russia and emerging markets in the Middle East, South America, India and China.

Furthermore, Aston Martin said that the revival of the Lagonda brand will allow the exploration of alternative powertrain solutions including flexfuel, low emission diesel and hybrid systems.

"An Aston Martin is an authentic, pure sports car," said Dr Ulrich Bez, "but Lagonda is something else, a new brand that will reach into new markets. Lagonda will create a new kind of customer relationship, instilling the spirit of travel, adventure and style into a single, formidable package. An Aston Martin demands to be driven. A Lagonda demands a destination.