Return of the Zombie Brands: Lagonda
Reviving once-proud brand names as a way to sell more high-priced cars has been a favorite technique for low-volume production. Mercedes’ Maybach experiment may not have been a runaway success, but it’s not stopping Jaguar from talking about reviving the Daimler nameplate. And now Aston Martin CEO Ulrich Bez has announced [via The Autochannel] that his employer’s disinterring Aston’s old chum. “Revival of the Lagonda brand would allow us to develop cars which can have a different character than a sportscar, and therefore offer a perfect synergy.” And there you were thinking that Aston’s forthcoming Rapide four-door had all that hearkening stuff covered. Why not slap the Lagonda name on that bad boy? “Lagonda will use a unique design language as Aston Martin does,” Bez blustered. “We will take elements of DNA from the past but will be very future orientated as we are with Aston Martin.” AM plans a Langonda concept for the brand’s centennial anniversary in 2009, which could be a production model by 2012.
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