I struggled to come to terms with the Aston Martin Lagonda Concept. It looks like a truck. I didn't see how it is possible for Aston Martin, a company known for the graceful form of its cars, to conceive such a horrendous looking car for the revival of an iconic brand name. I obviously didn't understand what the brand "Lagonda" actually meant.

Aston Martin has owned Lagonda for over 60 years, and in that time, Lagonda cars have sort of dissipated, in the same way that Aston Martin had dissipated up until the recent arrivals of the DB7 and DB9. So occasionally, every now and then, Aston Martin produced a Lagonda, and then didn't, sometimes for decades at a time. Now is the time, then, during a period of Aston Martin's resurgence, that they have decided to revive Lagonda. Shame they're doing it at a time when everyone's broke.

But back to the point about why it is necessary for the new Lagonda to look like a truck. Aston Martin and Lagonda stand for two very different things. Aston Martins are athletic - the ultimate sports tourer. Lagonda is, put simply, the ultimate statement of what a car can be. Superlative, you could say. However, Lagondas simply don't have a sporty bone in their body. As Aston Martin CEO Ulrich Bez puts it:

"Lagonda is a car that can be used in Moscow in December with half a metre of snow, and used in countries with less well-developed infrastructure, and is a luxury product."

This car, which you see in the gallery at the bottom of this article, is like a new Range Rover, which isn't meant to have the same shoddy quality as Land Rover. And way more luxurious. In other words, this truck of a Lagonda is for people who want a massive 4x4, but think a Range Rover is a bit cheap and proletarian.

But why is a 4x4? Lagondas have never been high-riding vehicles in the past. But nowadays, it makes sense for them to be. Essentially, Lagondas have sheer contempt for all other cars on the road. If you were a Lagonda driver, you'd be thinking: "I'm in here, in my cocoon of luxurious paradise, and the scum of the world are on the outside. I spit on you. Phteuh." Exactly. And the design of a Lagonda has to encapsulate this thought. Let's gaze upon the Lagondas of the past to see what I mean. The first is a Lagonda Rapide of 1964, and the second is an Aston Martin Lagonda of 1989.As you might have guessed, these cars are exactly like Rolls-Royces, but without the grace of design, and a "stuff youse all" attitude instead. These were the biggest, baddest cars of their respective eras. But at that time, there were no 4x4s - now, the biggest baddest cars on the road are big 4x4s (cough, BMW X6, cough). So if Aston Martin were going to create a modern Lagonda that embodied the spirit of the cars you've seen above, it would be a massive, fugly 4x4. So, if you look at it that way, it's mission accomplished for Aston Martin and their new Lagonda concept. It's bloody ugly, but it's just right.

GENEVA 2009: Aston Martin Lagonda