Aston Martin will bring back the Lagonda marque, with a new concept at Geneva.

Looks like Aston Martin will bring a long-speculated concept car to the Geneva Motor Show. The Aston Martin Lagonda concept should make its debut in March.

It does make sense to bring the car out now. Aston Martin wants to properly celebrate the 100th anniversary of the Lagonda name. The name was first used on the Lagonda Torpedo, which was introduced in 1907, just a year after Lagonda was founded. It was already a race-winner by 1910.

Aston Martin bought out the company in the mid-forties, along with the much liked Rapide badge. Most recently, an Aston Martin Lagonda existed in the form of a wedge-like executive saloon, available from 1976 onwards. In many ways, it looked like a Triumph TR-7 stretched like Silly Putty. It was incredibly expensive, surprisingly popular, and very powerful. The 2+2 Lagonda made use of a 5.3-liter V8, and was one of the first cars to be fitted with a central processor to control the car. The computer was less than reliable, to say the least.

Aston execs have said since the summer that they were planning on relaunching the Lagonda brand to enter into the luxury sedan market. Their interest was getting a production model on the road by 2012.

Aston Martin CEO Ulrich Bez released a statement in September, saying, "Lagonda will have its own niche with luxurious and truly versatile products suitable for both existing and emerging markets".

We look forward to seeing what Aston Martin can do with Lagonda to bring it into modern times. The new Lagonda concept will debut at the Geneva Motor Show in March.