Off of Ford’s tab for the first time in more than 20 years, Aston Martin is looking to expand beyond its classic sportscar niche. It announced plans Monday to revive the Lagonda marque as a way to compete with less sport-oriented, more luxurious brands.
The last Lagonda debuted in the late 1970’s with razor-like edges and advanced computer technology, but was held back by high sticker prices and troublesome quality. The new Lagonda will feature heritage themes in its styling, but will look all-new, much like modern Aston Martin products.
Aston Martin Chief Executive Officer, Dr. Ulrich Bez, revealed the plans as part of an ambitious goal to spread the brand across 100 countries, more than double its current market. A concept should appear in 2009 to coincide with Lagonda’s 100th anniversary, and Bez said that vehicle could be in production by 2012.