Aston Martin is reviving its Lagonda brand in an effort to expand into new markets.
"The Lagonda brand would allow us to develop cars which can have a different character than a sports car," CEO Ulrich Bez said last week. "Lagonda will have its own niche with luxurious and truly versatile products."
Lagonda models could go on sale by 2012. The vehicles could be used year-round in markets, such as Russia, where some specialized sports cars like Aston Martins can be used for only three or four months each year, spokeswoman Janette Green told Automotive News Europe.
Aston Martin's luxury sports cars now are sold in 32 markets. The company wants to expand into more than 100.
In its heyday in the 1920s and 1930s, Lagonda was associated with sumptuous luxury cars. The most recent Lagonda model, the V8, was a sleek, dramatically styled four-door sedan that was launched in 1976, a time of soaring oil prices. It was a big success with wealthy Middle Eastern buyers and was sold until the late 1980s.
(Source: Automotive News)