Aston Martin’s Lagonda will build a $100,000 Mercedes S-Class rival

Aston Martin’s newly revived Lagonda brand will come to the market next year with a concept version of their first vehicle that will enter production by 2012. That’s basically all the information we have from Aston Martin on what’s in store for Lagonda.

But now we have more info, courtesy of Julian Jenkins, general manager of Aston Martin North America. According to Jenkins, Lagonda will share Aston’s VH platform, however, the ride will be softer. Don’t be mistaken – while Lagonda will focus on sedans, the sedans will still go very fast and will be driver oriented.

“Lagonda will stand as a brand in its own right,” said Jenkins. “We didn’t want to make Lagonda into a softer Aston, or an Aston with a luxury pack.”

Sources say that Lagonda will build two sedans by 2012. The first will be a variant of the Aston Martin Rapide but with a higher price-rag and will arrive in 2011. The second car is expected to arrive in 2012 and will be a Mercedes-Benz S-Class competitor with a price around $100,000.

Source: Automotive News (Subscription Required)