Aston Martin, the well known UK classic sports car maker, is planning to unveil second brand with an exclusive design, and has named it ‘Lagonda’ to attract more and more customers in the emerging and competitive market.

On Monday, Ulrich Bez, Chief Executive, informed in a statement, “We remain limited in our market penetration by the pure character of our cars.” He also said that after 16 months in private ownership, it was time for Aston Martin to think about a longer-term future.

Bes reported, “We have now investigated and concluded that the revival of the Lagonda brand would allow us to develop cars which can have a different character than a sports car and therefore offer a perfect synergy.”

The car maker is likely to sell around 7,000-7,500 sports car this year. Last year, the company sold 7,400 cars. The upcoming movie, “Quantum of Solace”, will also witness James Bond using his DBS coupe, provided from Aston Martin.

The Aston Martin was introduced in 1947, and David Brown, its then owner, in the very same year also acquired British carmaker Lagonda, considered to be its rival, in order to gain control over Lagonda’s chassis and W.O. Bentley engine. This helped to increase production of Aston Martin.

The name Lagonda has apparently disappeared during the mid-seventies except for it only existed due to launch of Lagonda four-door saloon models in the same period, which was designed by William Towns.

The CEO of Aston Martin informed, “In 2009, Lagonda is about to celebrate its 100th birthday and in its centenary year we are confident that we will show the first concept of a car which could be in the market in 2012.”

The Geneva auto show to be held in early March 2009 will see the launching of this concept.

It was informed by a spokesperson of Aston Martin that this innovative luxury model will be “truly versatile”. However, he did not reveal any information regarding the target market segments and also as to where would be the model built. The spokesperson reported, “We do not consider the William Towns version as a leading design.” Presently, the company’s UK Gaydon plant is functioning at full capacity.