Gaydon, Warwickshire, England – Aston Martin has announced its intention to revive the Lagonda marque. The company used the name on vehicles from 1976 to 1989.
“After my eight years with Aston Martin, four with profitability, and 16 months of independence, it’s time to think about a longer term future,” said Dr. Ulrich Bez, CEO of Aston Martin. “Aston Martins are currently available in 32 countries, but we will remain limited in our market penetration by the pure character of our cars, sports cars. We have 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.”
Bez said that he is confident that the company will be able to show a concept Lagonda in 2009, which could be in the market in 2012, and that the company could move into emerging markets and be present in more than 100 countries.