What's in a name? Sometimes more than meets the eye. Take Aston Martin, for example. That may be the brand name under which it sells its high-end GT cars, but that's not the name of the company. No, its full name is Aston Martin Lagonda Ltd, and it doesn't intend to leave the second part of its name dormant forever.

Lagonda, for those unfamiliar, is an auto marque that traces its roots back to 1906. That makes it even older than Aston Martin, which acquired it in 1947 and which celebrates its centenary this year. Over the decades since Aston took Lagonda under its wing, the former has brought the latter back in one form or another, here and there, mostly as a model nameplate instead of its own brand.

At the 2009 Geneva Motor Show, Aston rolled out a concept crossover based on the Mercedes-Benz GL-Class that was met with a rather lukewarm reception. AML subsequently sent the design back to the drawing board, but aside from some rumors and reports here and there, that's been the last we've seen of it. But Aston hasn't given up on the program entirely.

At least not according to the latest report from Drive.com.au, which spoke to departing Aston chief executive Dr. Ulrich Bez at the launch of the new Vanquish Volante last week. Bez said that the company he has headed up since the turn of the millennium is still planning a revival of the Lagonda marque, but while he couldn't say if it would happen "in three weeks or three years," he is "confident it will be there" eventually.

Bez elaborated that the reborn Lagonda marque could include midsize and fullsize sedans as well as a crossover, which would give the combined Aston Martin Lagonda group a similar range of models as Maserati – not to mention its former sister brand Jaguar. Just when it will surface to challenge them, however, remains to be seen.

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