Mo­tor­ing

As­ton Martin an­nounces a limited-se­ries Lagonda de­vel­oped ex­clu­sively for the mid­dle East. You dreamt it, they’ll build it, says wheels’ De­jan Jo­vanovic

Friday - - Contents -

The As­ton Martin limited se­ries Lagonda, ex­clu­sively de­vel­oped for the Mid­dle East mar­ket, is a real beauty.

Last year Kuwait­ibacked man­u­fac­turer As­ton Martin an­nounced an am­bi­tion to dou­ble sales by 2016. That means an an­nual pro­duc­tion of 7,000 mod­els, up from its cur­rent 3,400 per year, but you can bet the cre­ation pic­tured here will not make up the bulk of those num­bers.

No, this is the 2015 As­ton Martin Lagonda, and it’s the first-ever mega-ul­tra-luxury-pre­mium car to be de­vel­oped ex­clu­sively for the Mid­dle East.

You read that right – while the US con­tin­ues to take up the bulk of the ul­tra-luxury car mar­ket, pop­u­lated by Rolls-Royces and Bent­leys, China and Rus­sia are catch­ing up.

Yet As­ton Martin chose specif­i­cally our re­gion for its strictly limited se­ries sched­uled for early next year. In an in­ter­view, Neil Slade, gen­eral man­ager of As­ton Martin Mid­dle East and North Africa, said, “We’ve had many of our pres­ti­gious cus­tomers ask­ing for this su­per-sa­loon con­cept for the past two years. Our Mid­dle East cus­tomers are very en­gag­ing and proac­tive.”

The car re­spon­si­ble also sees the re­turn of the Lagonda name­plate, 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 per­son­al­i­sa­tion.”

And if you’re only hear­ing about it now, yet you want one, that’s too bad. If Gay­don hasn’t al­ready been in touch with you, chances are you’re un­wor­thy – this As­ton Martin Lagonda is by in­vi­ta­tion only.

Price? It’s any­one’s guess, re­ally, and ours is some­where north of Dh3 mil­lion but less than the Dh5 mil­lion limited and hand­crafted One-77 hy­per­car.

Slade adds, “At this stage we can­not be spe­cific [about pric­ing] but, in­deed, it will be sub­stan­tial. The Lagonda is a very limited se­ries and should be

‘The Lagonda is a very limited se­ries and it should be con­sid­ered like a pre­cious piece of art’

and we can only be glad it’s not an evo­lu­tion of the 2009 As­ton Martin Lagonda con­cept. As­ton Martin de­sign direc­tor Marek Re­ich­man says, “The de­but of this luxury su­per-sa­loon in the

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