Lagonda Concept Crossover Live Photos and Video from Geneva

If there's one thing most will agree upon is that Aston Martin's conceptual attempt to revive the Lagonda brand with the blandly named Concept was one of the top attention-grabbers at the 2009 Geneva Motor Show. However, this was mainly due to the Concept's controversial (to say the least...) styling and because no one actually understood what the Mercedes-Benz GL-Class-based vehicle represents - Is it a sedan? Is it a crossover? Is it a mix-mash of ideas? If you're imaginative enough, maybe you can answer that question by following the jump to watch the video from the unveiling as well as live photos from Aston Martin's stand.

Aston Martin Revives Lagonda with a controversial Concept in Geneva

Marking the Lagonda brand's 100th anniversary, Aston Martin announced the return of the marque in Geneva with the unveiling of a new concept study that is bound to cause controversy and spur conversations over its styling. In what could be seen as some as futuristic, high-end of the London cab (...), the four-door, four-wheel drive crossover is based on the underpinnings of the Mercedes-Benz GL-Class SUV and is powered by a V12 engine.

"The Lagonda is the luxury car of the future," said Aston Martin Lagonda Chief Executive, Dr Ulrich Bez, "a combination of total usability, a new form and innovative new technology and materials."

Aston Martin did not reveal any specific details on the Lagonda Concept but it did note that the revival of the brand with this vehicle will help the company expand its presence from 30 countries into more than 100 worldwide including Russia and emerging markets in the Middle East, South America, India and China.

Furthermore, Aston Martin said that the revival of the Lagonda brand will allow the exploration of alternative powertrain solutions including flexfuel, low emission diesel and hybrid systems. Lagonda/

"An Aston Martin is an authentic, pure sports car," said 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. An Aston Martin demands to be driven. A Lagonda demands a destination."

Aston Martin to revive Lagonda with new concept

Lagonda is going to celebrate its 100th anniversary next year. But while enthusiasts are bound to celebrate by recalling Lagondas of yore, Aston Martin plans to give us all something more tangible to commemorate by reviving the long-dormant marque.

The famous nameplate will be used on a series of exclusive luxury cars, the first of which we’ll see in the form of a concept model in 2009, the year that Lagonda celebrates its 100th birthday. The concept car will lead to a production version that is slated to enter global markets in 2012. While the production Rapide is expected to continue as an Aston Martin, a new unique concept car will be unveiled at the Genera show next March.