Aston Martin has big plans to take on Ferrari and establish itself as the global super car brand by taking on the Italians head-on, both on the road and on the track. Like everyone else, however, Aston must contend with the biggest industry disruptions of them all: Tesla and Elon Musk.
To that end, Aston martin will invoke the legendary Lagonda brand and use the nameplate to launch a version of the car you see here. Really.
“In reviving one of the most iconic names in motoring we have created a unique opportunity,” says Aston Martin CEO, Andy Palmer. “One that allows us to cast aside an inherited 20th century approach and instead design cars around 21st century demands and desires.”
Those of you familiar with the Lagonda of the late 70s and early 80s will probably agree that Palmer’s push to advance futuristic technology and styling is a fitting tribute. After all, the original certainly pushed the envelope of then-current technology in terms of its digital displays and radical styling. Check it out, below, then let us know what you think of Aston’s plans for a reborn Lagonda in the comments section at the bottom of the page.