Aston Martin is to revive the famous Lagonda name with a limited edition luxury saloon car.
The Gaydon-based car-maker said the new ‘super saloon’ will rekindle the Lagonda ethos of “the finest of fast cars” and be offered exclusively in the Middle East, in response to customer demand.
The new Lagonda is being produced under the special edition limited run ‘Q’ banner, rather than as a mainstream model.
As such it follows in the wake of other special projects such as the One-77 hypercar, the V12 Zagato and last year’s CC100 Speedster Concept – which started out as a centenary celebration design concept and later turned into two customer commissions.
Based on the Aston Martin’s existing VH architecture, the new car draws inspiration from the famous William Towns-designed Lagonda - produced between 1974 and 1990 - and features many of the same engineering techniques seen in modern Aston Martin sports cars such as the use of carbon fibre in the body panels.
It will be hand-built at Aston Martin’s factory in Gaydon, in a dedicated building where the One-77 was built.
The new saloon will be offered for sale by invitation only and, while the price remains under wraps Aston Martin said it would be “commensurate with the car’s exclusivity, quality and luxurious nature”.
Aston Martin design director Marek Reichman said: “The debut of this luxury super saloon in the Middle East market will be an exciting moment not only for Aston Martin, but for discerning customers who are seeking the ultimate in luxury and personalisation.
“The new model, like its exclusive siblings the One-77 and V12 Zagato, has been created as a piece of exceptional automotive art. It has been designed and developed entirely in keeping with the spirit and ethos of previous Lagonda super saloons – notably the William Towns Lagonda – and as a tribute to this car it proudly bears the Lagonda nameplate.”
Andrew Noakes, author of the book Aston Martin: Model by Model said the car could prove a shrewd move, particularly as the William Towns Lagonda was a hit in the Middle East.
He said: “It’s great to see Lagonda back on Aston Martin’s agenda. The Lagonda name is even older than Aston Martin, dating back to the end of the 19th century, the two companies being brought together under David Brown’s ownership in the 1940s.
“The big wedge-shaped Lagonda saloon of the 1970s and 1980s got off to a slow start – its complex electronic instruments needed redesign after redesign before they would work properly – but once that was sorted it sold very well.
“The Lagonda was a favourite of oil-rich Saudis, and for a while it outsold Aston’s sports cars.”
Known as ‘the wedge’ the 70s Lagonda saloon marked something of a departure for Aston Martin from its 2+2 sports cars.
The four-door saloon was aimed at bringing in much-needed cash to the company coffers and had the desired effect, though opinion on its merits was strongly divided.
Latterly it was included in Time magazine’s 50 Worst Cars of All Time chart at number 28, being described as “as beautiful a car as ever resembled a pencil box”, “a catastrophe” and “Aston Martin’s Dunkirk”.
The Birmingham Post has launched a free app for iPad and iPhone. Download it here.