LAG is a Belgian company founded in 1947 by two brothers, Lambert and Arnold Geusens, hence the name. The two started by manufacturing construction machinery, but soon moved into semi-trailers, especially dump and stainless steel and aluminum tankers. In 1974, a neighbouring firm convinced LAG to diversify into products for passenger transport. After some initial hesitation, LAG introduced a small series of school- and mixed-use buses. By the end of the decade, a dedicated LAG Bus division was created.