Geneva Show: Aston Martin debuts Lagonda Concept SUV
Author: Robin Brown
Published: 04 March 2009
Aston Martin has relaunched the Lagonda brand in Geneva with the reveal of the Lagonda Concept SUV, a bold luxury SUV that is designed to be no less than the 'luxury car of the future'.
For all those who ever wondered what an SUV created by a luxury British manufacturer would have looked like, this is pretty much the answer and is likely to polarise views on the wisdom of such a move.
The thinking behind the four-seater Lagonda Concept is to launch Aston martin into new territories around the world, with up to 100 new countries in the sights of Aston CEO Dr Ulrich Bez.
Developing territories, proving to be a welcome source of new registrations for many manufacturers struggling in the West, are the most likely target. Russia, the Middle East, South America, China and India will be in Aston's sights – with the moneyed classes looking for a taste of British style and sporting heritage the obvious demographics for such a car.
Aston says the four-wheel drive Lagonda Concept currently on show in Geneva is powered by a V12 petrol engine, but stresses that a range of alt-fuel possibilities are in the pipeline, including biofuels, clean diesel and hybrid powertrains.
Aston says the Lagonda Concept references the 30s-era Lagondas, in particular the V12-engined version of the LG6, and sporting go-anywhere heritage is clearly something Aston is keen to push.
“An Aston Martin is an authentic, pure sports car,” says 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.”
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