Aston Martin Lagonda

Aston Martin is proud to announce the return of Lagonda, one of the most iconic names in luxury car manufacturing. The intention is for Lagonda to enter the market place with a unique performance luxury product, a vehicle that combines exceptional ability with unsurpassed elegance, inside and out.

Lagonda's return signals a major expansion of Aston Martin's product line, taking the company into new and emerging markets around the world. To demonstrate the Lagonda vision, the LAGONDA CONCEPT has been created, a car that epitomises the intersection of craft, design and technology with Aston Martin's established high performance expertise.

The LAGONDA CONCEPT is an avant-garde luxury vehicle; with powerful four-wheel drive, a four-seater car that will satisfy the most discerning and demanding owner. The concept demonstrates a commitment to innovative new propulsion technologies, new materials and elegant forms.

“The Lagonda is the luxury car of the future,” says Aston Martin Chief Executive, Dr Ulrich Bez, “a combination of total usability, a new form and innovative new technology and materials.”

The return of Lagonda fulfils a long-term vision. Aston Martin's modern era began in 2001 with the launch of the V12 Vanquish and the construction of the award-winning headquarters at Gaydon, Warwickshire in 2003. In the years that followed, Aston Martin has launched four class-leading new products, revitalising the performance GT category and redefining automotive beauty.

Aston Martin's award-winning range, the DBS, DB9, Vantage and forthcoming Rapide and One-77, represent some of the most beautiful high performance cars ever built, refined, highly crafted and extremely well-engineered. An Aston Martin will always be a sports car; modern, exclusive and beautiful, it demands to be driven, with an exceptional character that rewards the enthusiast, both on the road and on the track. Above all, an Aston Martin creates an emotional response. It is a machine with soul.

Under the leadership of Dr Ulrich Bez, Lagonda will bring performance luxury into new markets and territories around the world. Reflecting its remarkable history, Lagonda 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.

Not only will Lagonda join Aston Martin in existing core markets, but the unique character of the new brand will help take the company into as many as 100 territories around the world and extend the brand to new customers. “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 and have different values to Aston Martin.”

One77 Bestowed Prestigious Design Award

Aston Martin’s definitive sports car, the One-77 has been bestowed with a coveted 2009 GOOD DESIGN TM award by The Chicago Athenauem: Museum of Architecture and Design in North America.

A record number of submissions were received by The Chicago Athenaeum ranging from a Mars Landing Rover designed for a 2030 NASA Mars Space Mission, to a simple water purification system for rural South African villages.

An international jury of design professionals awarded the One-77 the accolade for new and innovative product concept, invention and originality, and for stretching the envelope beyond what is considered ordinary product and consumer design.

The One-77 epitomises everything Aston Martin; modern technology fused with traditional hand-craftsmanship and painstaking attention to detail. As a culmination of all the marque’s know-how, the One-77 delivers effortless beauty guaranteed to stir the senses with performance potential eclipsing any previous Aston Martin.

As name suggests, production is limited up to a maximum of 77 individually numbered examples, with deliveries expected to commence in mid-2010.