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Today Aston Martin revived the Lagonda brand by unveiling a Lagonda concept car at the Geneva Auto Show. The only thing is, it’s more of a crossover.
Actually, it’s more of a truck. You see, crossovers are generally SUVs built on car platforms; the Lagonda Concept is based on the Mercedes-Benz GL truck platform.
“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 into a single, formidable package.”
“An Aston Martin demands to be driven. A Lagonda demands a destination.”
The vehicle also represents Aston Martin’s desire to expand and grow… in a big way. The Lagonda Concept is more than just a design study that is soon to be relegated to an automotive museum. Aston Martin has bold ambitions for the brand.
Currently Aston Martin vehicles are sold in just 32 countries worldwide. The Lagonda, said Dr. Bez, will be sold in 100 countries. That being said, production numbers are sure to far exceed anything Aston Martin currently produces.
The crossover design makes the Lagonda Concept able to be marketed around the world because it is more useable and unlike an Aston, doesn’t have any ground clearance issues. It also features four-wheel drive and seats four inside.
Once Lagondas go into production, the vehicles will be sold in the usual territories, as well as Russia, the Middle East, South America, India and China.
“The Lagonda is the luxury car of the future,” said Dr. Bez, “a combination of total usability, a new form and innovative new technology and materials.”
Aston is also going to use the Lagonda brand to explore alternative energy sources. There is no word on what can be found under the hood of the concept vehicle but future Lagondas could be powered by anything from a low emission diesel, a flexfuel engine or even a hybrid powerplant.
GALLERY: Lagonda Concept Car
More on the Lagonda Concept after the jump: