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Lagonda Lives, Yet Again

Aston Martin tries to revive a storied nameplate.

by on Mar.04, 2009

Lagaond is trying a tried, but maybe no longer true SUV strategy.

Aston in re-establishing Lagonda is trying a tried, but maybe no longer true, SUV sales strategy.

Porsche had a sales hit with the Cayenne. Even as purists sneered, it doubled sales. Aston is trying the same SUV approach with its Lagonda concept introduced at Geneva. Whether it’s derivative or daring will ultimately be decided by punters. Big spenders in 100 countries are targeted when it appears in 2012 for what will likely be a +$200,000 asking price. Included in the planned comeback is a return to Russia, where Lagonda – a British company established and owned by an American — had its first successes more than 100 years ago. Lagonda was the Indian name of a creek in Ohio near founder Wilbur Gunn’s birthplace.

“The Lagonda is the luxury car of the future,” says Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, “a combination of total usability, a new form and innovative new technology and materials.”