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Tuesday, 2 September 2008

Aston Martin confirms Lagonda will get back to the market

The next few years will see many automakers celebrating 100 years. GM will do so this year. If Lagonda still existed, it would have celebrated it in 2006, but the good news about this British brand is that it will ressurect in its 103 anniversary, or else, in 2009, when Aston Martin intends to present, at the Geneva Motor Show, a concept car that will showcase what to expect from Lagonda for the next few years.

A production car from the British automaker will be ready by 2012 and will help Aston Martin to be present in more countries than the current 32. In fact, Ulrich Bez, Aston Martin's CEO, expects Lagonda to help the company's presence in more than 100 countries, what would include many emerging markets, such as Brazil, Argentina, Mexico and India. Aston Martin already has dealers in China, Russia and South Africa.

The help Lagonda would provide consists of a bigger product range, not exclusively focused on sportscars, but also on "exclusive, luxurious and truly versatile products with high quality and usability and suitable for both existing and emerging markets".

Although Aston Martin will also present the four-door Rapide in 2009, it will not be branded as a Lagonda, even considering the name Rapide was originally used by the ressurecting brand. In other words, Lagonda will have something different to offer, with its own identity. Tradition is sure to rule some paths, but Lagonda will certainly allow Aston Martin to be more daring and try new ideas. Let's wait for Geneva!

Source: Aston Martin

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