Aston Martin Lagonda to show off brand's luxury side

Last seen on the straight lined sedan from Aston Martin, the Lagonda nameplate was at the time a high end competitor to the likes of Rolls Royce.

Now it seems that the revival of the nameplate will have less of an association with the Aston Martin brand and, instead, move towards become a full-fledged brand. The reasoning for such a move is that Aston Martin has reinvented itself as a creator of achingly beautiful, GT-like cars. A Lagonda brand, on the other hand, would allow them to offer a series of completely differently focused vehicles without fear of dilution. And the focus? Lagonda badged vehicles will shift towards the more comfort and luxury side of the automotive spectrum.

Our take? Hopefully, the brand will draw inspiration from the late 70's-80's Lagonda, and provide a mix of distinctive looks (and not Aston Martin derived), comfort, and pace.