British David Brown luxury brand launching

British businessman and car fan, David Brown, is apparently dissatisfied with what's on offer in the sports car segment. So he's decided to produce his own, launching a new brand with a production model to be unveiled in April showing what he says is a new approach to the classic British sports car.

“I wanted all the impact and style of a classic sports car, but with modern capabilities and conveniences," Brown said in a statement. "This is what I want in a car, but it’s not something anyone really offers. So, I’ve created it myself.” He will put the car into production under the brand name David Brown Automotive -- albeit in limited numbers. “I thought that if I’m looking for this, others might be too,” he said.

There may be some confusion over the name David Brown, which will already be familiar to car fans -- and almost hallowed in British car history. However that is as the late head of Aston Martin, who bought both it and Lagonda in the 1940s and whose initials have designated some of the brand's most desirable cars, but who died more than 20 years ago. But there's no doubt the new venture could benefit from any confusion between the two.

More details on the car, codenamed 'Project Judi' for now, will be released closer to launch, but Brown said it  will "combine a classically-inspired exterior design, with the latest in performance, dynamics, technology, comfort and refinement".

To help him, Brown has secured Land Rover's former chief designer -- who served there for 19 years until 2005 -- from whom he's commissioned a completely original design, sourcing bespoke Brit suppliers for interior trim and materials, and wedding "the latest manufacturing techniques with traditional craftsmanship".

This reporter is on Twitter: @KarlaPincott