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Aston Martin to revive Lagonda marque

Lagonda brands is resurrected

Dr Ulrich Bez, Aston Martin’s CEO has confirmed the company will be reviving the Lagonda luxury grand tourer brand.

Lagonda will allow Aston to move into the luxury saloon market and the first concept model for the range will be revealed next year, ready for market in 2012.

Bez said: “After my eight years with Aston Martin, four with profitability, and 16 months of independence, it’s time to think about a longer term future.

“We have now investigated and concluded that the 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.”

Aston Martin is currently sold in 32 countries around the world but Bez expects the Lagonda brand to boost this representation to 100.

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