At the Geneva Motor Show Aston Martin has unveiled the Lagona Concept, a four-door four-seat sportscar that marks the return of the prestigious luxury model, which will be launched into new markets and territories around the world.
The Lagonda Concept is a four-wheel drive, four-seater car with a design that mixes the proportions of a sporty crossover with some rétro design elements such as the trunk lid.
The revival of Lagonda fulfils a long-term vision and will bring performance luxury into new markets and territories around the world for Aston Martin Lagonda.
Lagonda will be a strong presence in 100 global territories, increasing the global brand reach of the company and extending to new customers.
Reflecting its history, the brand will return to Russia, enter emerging markets in the Middle East, South America, India and China, as well as responding to demand from the dynamic, innovation-focused consumers of Europe, North America and the Far East.
Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, commented “The Lagonda is [...] a combination of total usability, a new form and innovative new technology and materials.”
The brand will allow the exploration of alternative powertrain solutions including flexfuel, low emission diesel and hybrid systems.
The intention is for Lagonda to enter the market place with a unique performance avant-garde luxury product, a vehicle that combines exceptional ability with unsurpassed elegance, inside and out.
“An Aston Martin is an authentic, pure sports car,” says 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
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