One journalist leaned over and jokingly jabbed, “What do you get when you cross a Hummer with a Rolls-Royce Phantom?”

A bold new face... but a shocker for most that were expecting the new Lagonda look to offer a more conservative approach. (Photo: Canadian Auto Press)

Finger pointing at the new Lagonda, he smirked in a derogatory fashion. No doubt, Lagonda design lead Marek Reichman will need skin as thick as ex-BMW design chief Chris Bangle if he’s planning to stand behind (or in front of) his handiwork after mixed reviews, many of which will be very negative, hit the newsstand.

The critical pundit next to the Lagonda turntable might have thought he was being funny, but he walked away seemingly unaware of just how close he came to uncovering the actual truth about this particular Lagonda concept’s design heritage. Being an all-new model from a brand that hasn’t sold a new car since the late ‘80s, Reichman appears to have had reasonable leeway in its styling, and more importantly it appears that he was given the opportunity to expand on what Lagonda might represent in the 22nd century. Subtle it’s not, and more importantly it looks nothing like an Aston Martin. So why was my colleague, while less than complimentary, more correct than he may have realized? Fact: Reichman played an instrumental roll in the aforementioned R-R Phantom’s styling, in concept form at least, from BMW’s UK design department,

Those that call the new concept's rear end Bentley-esque just haven't done their homework... the look is part of Lagonda's heritage too. (Photo: Canadian Auto Press)

and as an aside it was Adrian van Hooydonk behind the Phantom with Bangle merely overseeing, as the previous Director of BMW Group Design.

The Lagonda mixes the looks of a car with those of the modern crossover, a fairly common process among today’s automotive trends, but done in a most unconventional manner. Reichman and team took traditional upright luxury lines and raised everything up a few inches to give it an SUV feel, added the squared off rectangular shapes of the Phantom up front, a letterbox-slot rear window and tall, abbreviated rear “boot” like so many ‘50s era luxury models, from the Rolls-Royce Silver Wraith and Silver Phantom to Bentley’s Mark IV, R-Type, etc, not to forget the 1953 through ‘58 Lagonda 3-Litre four-door, four-seat saloon, of course, and voila, something entirely unique has emerged that offers as

The grille is a strong luxury statement, but maybe a little derivative. (Photo: Canadian Auto Press)

much visual presence as a modern-day Roller, but maybe not the same level of elegance that the Lagonda name used to represent.

Then again, while Lagonda was known for beautiful sport-luxury models prior to being amalgamated into David Brown’s world in the ‘50s, since Aston took over it’s been anything but normal. Most any car enthusiast over the age of 40 will remember the most recent Aston Martin-Lagonda sedan, an automotive oddity that shook the luxury sector when introduced in 1976. Epitomizing the angularity that became fashionable during the early ‘80s, it was initially criticized by most industry types who were still mystified by the elegant curves of BMW’s 6-Series and the like, but nevertheless eventually became a trend-setter that influenced the entire industry, and after losing some chrome and a few of its harder edges in its mid-cycle upgrade, it still looks good today… if you’re

Cool looking headlights are unique to this market segment. (Photo: Canadian Auto Press)

into that sort of thing (I like the same era of Maserati Quattroporte too, and Erich Bitter’s sharply edged Opel Senator-based sedan, not to mention Ferrari’s sublime 412).

But where the ’76 through ’89 Lagonda fit the luxury segment like an elegant Salvatore Ferragamo loafer, the new 2009 Lagonda concept is kind of like wearing a Brioni suit with a pair of high-top, lace-up Doc Martins. And while the verdict is out about this latest concept (and please remember that it’s only a concept designed to evaluate market response), I’m going to remain silent about just how much I don’t like it, only because I ended up changing my mind about some of BMW’s designs after they grew on me, with the Z4 especially becoming a personal favourite after initially lambasting it. For all I know, the Lagonda could go on to become a trend setter to tomorrow’s car industry, as who can truly be sure what styles will be popular in coming years. One thing

Cream white and chocolate brown leathers up front make a stunning statement. (Photo: Canadian Auto Press)

is for sure, as far as luxury cars go, this beast is extremely accommodating inside.

Yes, the interior is spacious, especially in back where its owner is more likely to reside. Obviously Aston spared no expense on cabin materials, and this concept’s fashionable earth tones make it appear lush and warm, with brown leathers up front and contrasting cream leathers and fuzzy throw pillows in the rear compartment, making it an ideal place to ensconce two to dinner and the opera… or for that matter club hopping. The better clubs, for certain, as Lagonda will be positioned similarly to Aston Martin, in the upper realms of the automotive stratosphere. Initially it was thought that Lagonda would find itself placed higher than Aston, although now with the One-77 priced in the million-dollar range and a new global economic reality that might not be too kind to a luxury marque attempting to immediately place itself back in the middle of society, Aston may want to seriously contemplate its pricing strategy. Maybach is a good example of what this struggle can be like. Despite offering a car based on the S-Class, arguably one of the best vehicles currently available, and dolling up its interior to rival the best from Britain, it hasn’t sold well next to its more readily known Bentley and Rolls-Royce rivals. Some will say it’s because of styling, and frankly the S-Class looks a great deal better to my eyes, as does the Bentley, at least, the Maybach looks too much like an S-Class and isn’t particularly handsome in its differences.

Mercedes-Benz in mind, the vehicle you’re looking at isn’t based on anything Aston Martin related, at least not until now. The German company’s very versatile ML/GL platform underpins the new Lagonda concept, and the V12 that powers the top-line S600 (and Maybach) pushes this luxo-barge along. Yes, I know what you’re thinking… or at least it’s what I was thinking? What does the world need with a V12-powered, off-road capable luxury crossover that

Sumptuous luxury, including throw pillows. (Photo: Canadian Auto Press)

probably ways more than anything else in the class and uses more fuel to boot? I’m not here to be an environmental watchdog, so I won’t even venture into answering this question, but green issues aside, is there anyone buying this type of vehicle this day and age? Isn’t it a decade or so late to the party?

That weighty question is one that Aston Martin Lagonda Chief Executive, Dr Ulrich Bez will have to consider now that the press has had their fun with the new concept, and more importantly, prospective customers have either smiled and offered some nice vapid compliment or stepped up with down payment – the latter being the only indication that they truly like it. My wild guess is that the former will be the result, at least for Lagonda’s future European clientele, with the latter possible for buyers that hail from the Middle East and possibly China. California, where the Lagonda needs to do well, has sharply lost its appetite for full-size luxury sport utes, one of the reasons Hummer is in such dire straights lately. And to bring out an SUV, even in crossover clothes, which reminds some people of the much-maligned American 4x4, might not be the best business model to follow. I, for one, see more Mitsubishi in the front grille and headlight design, which is a cool look, but now associated with an entry-level brand.
 
It must be terribly difficult to come up with an all-new brand identity, especially against the likes of Rolls-Royce, and its stately waterfall grille, and Bentley with its sportier chrome mesh look, but the fact is, if you’re going to do it, it has to look right. The new Lagonda is just a big, gaping, chromed egg crate design that wouldn’t look out of place on the front of a Chrysler 300C or if it was black, an upside down Audi Q7, and while it’s got a nice winged badge that goes back an entire century, this concept marking the celebration of a somewhat interrupted 100 years of Lagonda heritage, that’s not enough

The Lagonda badge is definitely on its way... but this concept might not be. (Photo: Canadian Auto Press)

to give it the kind of up-market cache and distinction needed to pull in the well-heeled, brand-name buyers it needs. Once again I refer to Maybach that looks like someone stuck a waterfall grille on an S-Class. In the case of the new Lagonda, if Aston indeed builds it the way it is, no one will see a tie to anything else from Gaydon, Warwickshire, or for that matter the M-B GL underneath, and it does look stately in an over the top Las Vegas Stutz sort of way, but I think most people in this class will happily stick with their Range Rovers at half the price and with twice the street-cred, thank you very much. 
 
Whatever the new Lagonda looks like when it finally comes to market, Bez and company want it to be sold in more than one hundred different countries, compared to the thirty-two currently offering Aston Martins for sale, with emerging BRIC markets, Brazil, Russia, India and China, being the initial focus, other than California which has long been a luxury market unto itself, as well as the rest of South America and the Middle East.

“An Aston Martin is an authentic, pure sports car,” says Dr Ulrich Bez, “but Lagonda is something else, a new brand that will reach into new markets. Lagonda will create a new kind of customer relationship, instilling the spirit of travel, adventure and style into a single, formidable package.”

Aston Martin certainly feels bullish about the concept, with CEO Bez adding, “The Lagonda is the luxury car of the future, a combination of total usability, a new form and innovative new technology and materials.”

Here’s to new ideas and concepts, no matter how controversial.

Specifications (2009 Lagonda Concept):

• Body Type: 4-door crossover
• Layout: front engine, AWD
• Engine: 6.0L, 48-valve, DOHC V12
• Transmission: 7-spd auto
• Brakes (front/rear): disc/disc, ABS
• Seating Capacity: 4
• Cargo Volume (trunk): N/A
• Web Site: www.lagonda.com