Automotive

Aston Martin's Lagonda brand to hit the market rolling with all-electric SUV

Aston Martin's Lagonda brand t...
Aston Martin shows the Lagonda Vision Concept at the 2018 Geneva Motor Show
Aston Martin shows the Lagonda Vision Concept at the 2018 Geneva Motor Show
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Aston Martin surprised the Geneva Motor Show with the Lagonda Vision Concept
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Aston Martin surprised the Geneva Motor Show with the Lagonda Vision Concept
Aston plans to evolve the styling of the Vision Concept when creating its SUV
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Aston plans to evolve the styling of the Vision Concept when creating its SUV
Meant to add convenience, the Vision Concept's swing-up roof panel makes for easier ingress/egress
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Meant to add convenience, the Vision Concept's swing-up roof panel makes for easier ingress/egress
Lagonda Vision Concept at the 2018 Geneva Motor Show
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Lagonda Vision Concept at the 2018 Geneva Motor Show
The Lagonda Vision Concept was a Level 4 autonomous car, but it's not clear what type of autonomy the debut Lagonda SUV will have
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The Lagonda Vision Concept was a Level 4 autonomous car, but it's not clear what type of autonomy the debut Lagonda SUV will have
Aston designers experimented with unconventional materials inside the Vision Concept, including cashmere, ceramic tiles and silk
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Aston designers experimented with unconventional materials inside the Vision Concept, including cashmere, ceramic tiles and silk
We don't expect this steering wheel to show up in production
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We don't expect this steering wheel to show up in production
While there's no mention of autonomous technology, we do know the production SUV will be all-electric, allowing designers to take advantage of a decentralized powertrain
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While there's no mention of autonomous technology, we do know the production SUV will be all-electric, allowing designers to take advantage of a decentralized powertrain
Aston Martin Lagonda Vision Concept
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Aston Martin Lagonda Vision Concept
Aston Martin Lagonda Vision Concept
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Aston Martin Lagonda Vision Concept
Along with the full-size Lagonda Vision, Aston showed a model of an SUV vision in Geneva
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Along with the full-size Lagonda Vision, Aston showed a model of an SUV vision in Geneva
Aston Martin shows the Lagonda Vision Concept at the 2018 Geneva Motor Show
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Aston Martin shows the Lagonda Vision Concept at the 2018 Geneva Motor Show
Aston Martin shows the Lagonda Vision Concept at the 2018 Geneva Motor Show
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Aston Martin shows the Lagonda Vision Concept at the 2018 Geneva Motor Show
Aston Martin announces that a Lagonda electric SUV is coming in 2021
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Aston Martin announces that a Lagonda electric SUV is coming in 2021

Just two months after launching its new luxury brand Lagonda, Aston Martin has provided a few details on the badge's first release. That vehicle won't be an autonomous sedan like the Lagonda Vision Concept, but it will be another all-electric vehicle with plenty more space than the average Aston. The new 4WD SUV will also wear design language derived from the Geneva concept sedan.

In introducing the Lagonda zero emissions luxury brand in March, Aston said the brand will "show how true luxury and modern design can exist in total harmony and enhance each other's most desirable characteristics."

These days, mixing true luxury and modern design tends to demand creating at least one SUV – even Rolls-Royce and Mercedes-Maybach are realizing it. So if you're a new luxury brand, why wait for the inevitable? Lagonda won't, getting its line-up started with an SUV that's certain to have a striking look and plenty of interior comfort.

By the time of the Lagonda SUV's 2021 debut, the ultra-premium SUV won't be so much of a novelty as it once was, what with the Rolls-Royce and Maybach SUVs likely joining the Bentley Bentayga in roaming highways (not to mention crazy projects like the Karlmann King). But Lagonda still intends for its first offering to make a splash, expecting it to be the first all-electric luxury SUV to market.

There's no mention of what type of autonomy might be below its bodywork, and we anticipate the Lagonda SUV's proportions and interior will be more traditional than those of the Vision Concept. Lagonda designers will still enjoy the leeway provided by a decentralized electric powertrain, however, and the Vision Concept's design language will trickle down to some degree.

"The Lagonda SUV will retain the boldness of the Vision Concept," says Aston Martin chief creative officer Marek Reichman. "It will be like no other SUV to drive, so its looks have to reflect that new reality and to serve as pathfinder to a future in which the most desirable and prestigious automobiles still have a place."

Aston designers experimented with unconventional materials inside the Vision Concept, including cashmere, ceramic tiles and silk
Aston designers experimented with unconventional materials inside the Vision Concept, including cashmere, ceramic tiles and silk

It'll be interesting to see if the production SUV keeps any of the more creative materials of the concept – like interior ceramics and cashmeres – or plays it safer with the usual leathers and woods.

That's all Aston Martin has to say about the Lagonda SUV for now, but we suspect we'll be getting more and more details as the 2021 reveal date approaches. In the meantime, you can get a full look at the design language of the Lagonda Vision Concept in our gallery.

Source: Aston Martin

7 comments
Alien
The style is great - although rather a long way distant from most conceptions of an SUV. BUT ...that steering wheel...perhaps they never heard the song about a 'red velvet steering wheel cover driver' - see: https://www.youtube.com/watch?v=XIoxdFqPdfs Definitely not Lagonda material!
JimFox
Aston has lost the plot
DFrancis
With doors like that does AM intend the Lagonda to be used only at awards ceremonies and never in a real-life situation like in a car park.
Booleanboy
What a hideous interior - it mirrors the very worst of 1970's home-trimmed UK kit cars. There's even a renaissance of the deeply loathed Austin Allegro 'Quartic' steering wheel of the time. And as DFrancis points out, the door layout is location-limiting to the vehicle's use say the very least.
guzmanchinky
Well, it's, ummm, "interesting"...
DavidB
Good grief. I thought those were child seats in the back. :/
WB
First luxury all electric SUV in 2021 what a joke. How about the Tesla model x..half a decade old when that ugly thing tries to find a market lol