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The L-Word: Aston Martin Brings Back Lagonda

Motor Trend logo Motor Trend 7/24/2014 Chris Clonts
New Aston Martin Lagonda© Provided by MotorTrend New Aston Martin Lagonda

The legendary Aston Martin Lagonda is making a comeback. Is it a big comeback? You decide.

1990-aston-martin-lagonda-front-view© Provided by MotorTrend 1990-aston-martin-lagonda-front-view

The British luxury sports car maker announced today that it will build what it is calling a “highly bespoke super saloon,” basically a four-door, built-to-order special, to be branded Lagonda. The automaker wants it to stand on its own, so the Aston Martin name might not appear.

And it will be extraordinarily exclusive. So exclusive that Britain itself may never see one outside of a test mule rumored to have been seen near Gaydon, Aston’s HQ and factory.

So who gets this car? The people who pump money out of the ground, that’s who. Aston Design Director Marek Reichman said the Middle East is a natural market for what will be one expensive ride. (The One-77, of which there were only, well, 77 built, cost about $1.8 million.) “If you look at where our One-77s and Zagatos ended up, there’s quite a market there,” he said.

The automaker is apparently feeling its oats after successful introductions (like the One-77 and the V12 Zagato) and an infusion of cash from investors. (It’s also on a hiring binge.)

The car, Reichman said, will evoke the Towns Lagonda, the lanky, hard-nosed, and wedge-shaped V-8-powered car produced between 1987 and 1990, its last year of production. The new version will be just more than 18 feet long, about a foot longer than the original.

“It’s avant-garde, has stature and presence; it’s a little flamboyant,” Reichman said as he emphasized how customer choices would drive aesthetics. “It’s honoring the marque, but in a very bespoke way,” he said.

The Lagonda will be built on Aston Martin’s current VH architecture, which provides the basis for all cars now produced except the One-77. Like the One-77, it will be built at the Gaydon factory in a separate building from its other offerings such as the DB9, Rapide S, Vantage, and Vanquish.

We previous ran spy shots of what was presumed to be a Lagonda.

Production will begin in early 2015.

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