LAGONDA BY ASTON MARTIN.
Aston Martin, Automotive Design, BMW, British Cars, Car Design, Car Styling, Concept cars, Crossover, Flamboyant Cars, Motor Shows, Porsche Add comments
There is no doubt that the most provocative, outrageous and controversial “concept” car presented at this year Geneva Motor Show is the Lagonda. It was on display only on the second and final press day at Aston Martin. Day one was focuses on the showing of the full scale mock-up and the 200,000 English pounds carbon fibre rolling chassis of the One-77.
When I saw the Lagonda, my first reaction was: “what is this? How can they think of showing such a “politically uncorrect” vehicle, here and in the current circumstances?
Than, looking at the full scale model I could not make my mind about its design. Is it actually ugly or is there quite a few interesting lines that would look better (and eventually good) on the road and in daylight? At this point came another question: would the Lagonda see the light of the day at all, one day? Should it?
Few minutes later, the rational side of my small brain starts lucubrating. Aston Martin are not in the business to give the world the clean and green, low consumption, rational and functional automobile the world need to move around. They are in a different business. They produce and sell emotion, excitement, passion, reward, luxury, satisfaction, prestige and you name it. There must be somebody who satisfies this different sort of human needs. There is no virtue without sin. And indeed there is some who is in business for those who loves this sort of flambyant statements of wealth and status.
To exist these companies, including Aston Martin must understand what their clientele wishes and expects from them. Those many “new riches” in emerging economic areas, such as China, India, Russia where roads are though for sports cars or covered with snow and ice for many months. There, a luxury, roomy and comfortable, four-wheel drive crossover meatching the status and comfort of a limousine with the road capability of an SUV, might be the ideal car for serious entrepreneurs and dubious business men, which business people do not want to know about. Something more (and better?) then a Porsche Cayenne or a BMW X6.
Click on the image for Aston Martin One-77 and more Lagonda images: (to be linked as soon as possible)
And here is how Aston Martin introduced its new Lagonda to the press.
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Lagonda: Revival of a Luxury Brand Aston Martin is proud to announce the return of Lagonda, one of the oldest and most iconic names in luxury car manufacturing. The revival of Lagonda fulfils a long-term vision and will bring performance luxury into new markets and territories around the world for Aston Martin Lagonda. Ultimately, Lagonda will be a strong presence in 100 global territories, vastly increasing the global brand reach of the company and extending to new customers. Reflecting its remarkable history, the brand 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. “The Lagonda is the luxury car of the future,” says Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, “a combination of total usability, a new form and innovative new technology and materials.” Lagonda is committed to innovative new propulsion technologies, new materials and elegant forms, creating a functional luxury for the near future. Critically, the brand will allow the exploration of alternative powertrain solutions including flexfuel, low emission diesel and hybrid systems. Lagonda will epitomise the intersection of craft, design and technology with Aston Martin’s established high performance expertise. The intention is for Lagonda to enter the market place with a unique performance avant-garde luxury product, a vehicle that combines exceptional ability with unsurpassed elegance, inside and out. The LAGONDA CONCEPT is a powerful four-wheel drive, four-seater car that will satisfy the most discerning and demanding owner. “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. Lagonda will create a new kind of customer relationship, instilling the spirit of travel, adventure and style into a single, formidable package. “An Aston Martin demands to be driven. A Lagonda demands a destination.” |
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