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Lagonda reborn, but only for lucky few

Luxury cruise: Aston Martin’s modern-day Lagonda will be built, and priced, to order for select Middle Eastern clients, the car-maker says.

Aston Martin’s Lagonda badge to grace modern-day Mid East classic

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Aston Martin logo25 Jul 2014

By BARRY PARK

ASTON Martin has resurrected the 100-year-old Lagonda name with a twist, unveiling a long, low, sleek saloon that will take the pride of place at the top of the luxury car-maker’s tree.

The only problem is, you’ll have to live in the Middle East to enjoy it.

“As has traditionally been the case, the Lagonda badge will once again sit proudly on a luxurious and exclusive super saloon,” the British luxury brand, which is now part-owned by Middle East investors, said in a statement announcing the badge’s return.

According to Aston, the Lagonda will be based on the brand’s existing VH architecture, with the new car drawing inspiration from the “highly sought-after William Towns-designed Lagonda of 1976”.

It will be offered exclusively in the Middle East, as a result of specific market demand.

Aston said the car would also feature “many of the same cutting edge engineering techniques seen in modern Aston Martin sports cars” including carbon-fibre body panels.

The Lagonda would be hand-built by the finest craftsmen and women at Aston Martin’s modern manufacturing facilities in Gaydon, Warwickshire, it said, using a dedicated building previously given over to the creation of the limited run One-77 supercar.

“The new super saloon will be offered for sale by invitation only and, while precise pricing details remain confidential, the asking price will be commensurate with the car’s exclusivity, quality and luxurious nature,” Aston 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,” Aston Martin design director Marek Reichman said.

“The new model, like its exclusive siblings the One-77 and V12 Zagato, has been created as a piece of exceptional automotive art,” he said.

“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.”

Aston has not given any timelines for the start of production, or when the first customer deliveries of the Lagonda are likely.

The new super-saloon shows Aston has taken a big change in direction with the Lagonda nameplate, suggesting as far back as 2009 that its first-ever luxury SUV was shaping up to resurrect the prestige badge, and was marketed to appeal to deep-pocketed buyers with a sense of adventure.

However, the British luxury brand shelved the SUV after the effects of the 2008 global credit crunch started to bite hard, affecting Aston’s target group of ultra-high net worth buyers.

The wedge-shaped Lagonda four-door sedan made its debut in 1976, and continued on until Aston stopped producing the Series 4 model in January 1990.

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