Aston Martin is set to make history by being the first to develop an ultra-luxury sedan exclusively for customers in the Middle East, the newly revealed Lagonda. While most manufactures of the ultra-luxury models, such as Rolls Royce and Bentley, continue to target the U.S., as well as Chinese and Russian markets, Aston Marin has chosen to target the Middle East with a very exclusive limited release bespoke model. The company has chosen to create an automobile for a very specific targeted audience, based on the market demand.
The Design of the Lagonda
The Lagonda nameplate has been out of production since the 1990s, and this model will feature some of the classic models. It will feature a boxy and elongated body shape that resembles the predecessors, especially the 1976 version designed by William Towns. There will also be a large radiator grille and thin headlights with chrome trim connecting the tail lamps, all of which emphasize the car’s width. The body will be made from carbon fiber to make it a lighter car, which enhances the overall driving abilities of the car.
Based on photos of the pre-production model used for testing, the Lagonda is set to provide room four passengers with bucket seats that have diamond-stitched leather upholstery. According to sources, it will use a stretched version of the Rapide S platform and an evolution of the 5.9-liter V12 mill; however, the exact technical details are confidential until the official unveiling. Most likely, it will have enough power to make it one of the fastest four door sedans on the planet.
Made to Order by Invitation Only
Not only is this Aston Martin Lagonda an exclusive vehicle to the Middle East, its limited run will also be sold by invitation only, making it even more rare. The price has not been revealed, but it is expected to be high. Each Lagonda will be tailor-made to the owner, with a variety of color and design choices so that no two will be alike. The company sees these autos as works of art rather than merely automobiles. The company’s executives are promising that this car will be one of the most luxurious sedans available, featuring cutting edge technology of course.
The Lagonda will also be built in a similar bespoke fashion as the handcrafted One-77 hyper car, completely to the owner’s personal taste. It will use the same building as the One-77, and its bodywork will be handcrafted entirely from carbon fiber. Production will occur in Gaydon, England, starting in the early part of 2015.
Why the Middle East?
Because of its limited run, the company is keeping many details confidential, including the number that will be produced. The choice of the Lagonda model for this limited release bespoke exclusive to the Middle East was no coincident. Back in the late 1970s, the Lagonda was very popular and successful in the region.
In a statement, Aston Martin design director Marek Reichman 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 personalization.”
This model will truly test the market for ultra-luxury sedans in the Middle East. Aston Martin is confident that the demand is there for such a limited and exclusive automobile. If this release works, it might just pave the way for similar region-specific luxury automobiles, as well as more luxury automakers focusing their attention on the region. For the rest of the world, attaining one of these Lagondas will be near impossible, as even in the Middle East you have to be invited to order one.
photo credit: initialdave via photopin cc