Automotive

Aston Martin redefines "Lagonda" around the electrified, autonomous future

Aston Martin redefines "Lagond...
Aston Martin Lagonda Vision Concept
Aston Martin Lagonda Vision Concept
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Aston Martin says that it's worked to create a design that is shorter and lower than the typical car
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Aston Martin says that it's worked to create a design that is shorter and lower than the typical car
Aston Martin shows the design language that could define Lagonda when it introduces its first vehicles in 2021
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Aston Martin shows the design language that could define Lagonda when it introduces its first vehicles in 2021
Views like this remind us of Aston's typical rear-set cabin and fast design language
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Views like this remind us of Aston's typical rear-set cabin and fast design language
Lagonda Vision Concept
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Lagonda Vision Concept
Having previously been used for the occassional sedan, the Lagonda brand will serve as an electrified luxury arm for Aston moving forward
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Having previously been used for the occassional sedan, the Lagonda brand will serve as an electrified luxury arm for Aston moving forward
Lagonda Vision Concept
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Lagonda Vision Concept
Aston Martin hasn't specified the powertrain details or battery size/type, but it has said the floor-mounted battery would provide enough capacity for up to 400 miles or so of driving
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Aston Martin hasn't specified the powertrain details or battery size/type, but it has said the floor-mounted battery would provide enough capacity for up to 400 miles or so of driving
Aston Martin and its partners worked hard to give the Lagonda Vision a very different interpretation of interior luxury
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Aston Martin and its partners worked hard to give the Lagonda Vision a very different interpretation of interior luxury
Fabrics like silk and cashmere replace the usual leathers and Alcantaras
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Fabrics like silk and cashmere replace the usual leathers and Alcantaras
Carbon fiber and ceramic trim provide a modern complement to the more traditional luxury fabrics
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Carbon fiber and ceramic trim provide a modern complement to the more traditional luxury fabrics
Inside the Lagonda Vision Concept
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Inside the Lagonda Vision Concept
With Level 4 autonomy, the Lagonda Vision can drive like a typical sedan, with front seats forward, or in a vis-a-vis configuration
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With Level 4 autonomy, the Lagonda Vision can drive like a typical sedan, with front seats forward, or in a vis-a-vis configuration
The steering wheel can slide left or right or retract away
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The steering wheel can slide left or right or retract away
A sort of chaise lounge-style seat
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A sort of chaise lounge-style seat
Lagonda Vision Concept interior details
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Lagonda Vision Concept interior details
The Lagonda Vision Concept's steering wheel retracts away
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The Lagonda Vision Concept's steering wheel retracts away
Lagonda Vision Concept interior details
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Lagonda Vision Concept interior details
Aston Martin debuts the Lagonda Vision at the 2018 Geneva Motor Show
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Aston Martin debuts the Lagonda Vision at the 2018 Geneva Motor Show
Without the need for a front engine, the Lagonda Vision has a short hood that flows more naturally into the windshield
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Without the need for a front engine, the Lagonda Vision has a short hood that flows more naturally into the windshield
Lagonda Vision Concept close-up
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Lagonda Vision Concept close-up
Aston Martin debuts the Lagonda Vision at the 2018 Geneva Motor Show
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Aston Martin debuts the Lagonda Vision at the 2018 Geneva Motor Show
Aston also shows a coupe model in line with the Lagonda Vision design language
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Aston also shows a coupe model in line with the Lagonda Vision design language
Aston Martin debuts the Lagonda Vision at the 2018 Geneva Motor Show
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Aston Martin debuts the Lagonda Vision at the 2018 Geneva Motor Show
The rear roof panels create a more comfortable entry
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The rear roof panels create a more comfortable entry
Lagonda Vision Concept at the 2018 Geneva Motor Show
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Lagonda Vision Concept at the 2018 Geneva Motor Show
Inside the Lagonda Vision Concept
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Inside the Lagonda Vision Concept
The materials are interesting, but we still feel like premium leather is the way to go
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The materials are interesting, but we still feel like premium leather is the way to go
Inside the Lagonda Vision Concept
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Inside the Lagonda Vision Concept
Lagonda Vision Concept at the 2018 Geneva Motor Show
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Lagonda Vision Concept at the 2018 Geneva Motor Show
Lagonda Vision Concept close-up
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Lagonda Vision Concept close-up
Lagonda Vision Concept close-up
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Lagonda Vision Concept close-up
Lagonda Vision Concept
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Lagonda Vision Concept
Aston Martin Lagonda Vision Concept
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Aston Martin Lagonda Vision Concept
Now boarding ...
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Now boarding ...
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
Aston Martin Lagonda Vision Concept
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Aston Martin Lagonda Vision Concept
Aston Martin is already looking ahead to the SUV
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Aston Martin is already looking ahead to the SUV

It's no secret that Aston Martin (along with virtually every other automaker on the planet) is working on its first electric car. At the Geneva Motor Show, it's revealed that it plans an entire spinoff brand for electric luxury. And the Lagonda line-up won't just be filled with battery-powered Rapides and DB11s, instead launching forward with its own ground-up design language. Based on the Lagonda Vision Concept wowing crowds at the show, electrified Lagonda models will sport radical looks and luxuries quite unlike Astons or Lagondas of present or past.

It's easy to think of Aston Martin solely as a high-performance sports car brand, but it wasn't that long ago that the boys in Gaydon were also building a $1 million sedan, the Lagonda Taraf. In fact, Aston Martin revived the Lagonda name in 2008 specifically to develop luxury cars quite distinct from its bread-and-butter of fast, sleek sports cars.

Now Aston is spinning Lagonda off into a more official sub-brand, one which will push automotive luxury into the future - not in a simple, linear way, but in a way that will challenge and upend conventions of design, introducing a more modern interpretation befitting of the fast-evolving automotive technology underpinning each car. The Lagonda Vision provides a first teaser of what's to come beginning around 2021.

Views like this remind us of Aston's typical rear-set cabin and fast design language
Views like this remind us of Aston's typical rear-set cabin and fast design language

"Our new concept shows the scope of design opportunities that open up once you no longer need to provide space for a large power source directly in front of the passenger compartment," explains Aston's chief creative officer Marek Reichman. "The batteries occupy the floor of the car. Everything above that line belongs to us."

Reichman and his team have taken full ownership, bending, molding and massaging the proportions above the battery floor into something distinctly different but still distinctly Aston Martin. With the decentralized electric powertrain eliminating the need for a hood and autonomy eliminating the need for a clear picture out of an upright windshield, the design team has sculpted a front-end that rises seamlessly into the A pillars and roofline, extending ever so slightly out from the front wheels.

Aston Martin Lagonda Vision Concept
Aston Martin Lagonda Vision Concept

While the front overhang is quite short, Aston designers have pulled the rear-end out well past the wheels, creating a bit of an unbalanced profile. We like how the fender muscles and character lines shoot sharply back toward that tightly creased rear, but for something so sharp and compact up front, it feels a little drawn out toward the back. But we suppose the extra stretch of the roofline and rear are necessary in creating the ultra-roomy lounge inside. All in all, it's a successfully striking and thoughtful design – brand new, but vaguely familiar at the same time.

Now boarding ...
Now boarding ...

The exterior's smooth flow is interrupted only by the opening of the gaping entryways, a function of not only front and rear doors but of upswinging roof panels over the rear passenger compartment. The rear passengers can actually stand and walk in and out of the car, rather than endure that oh-so-undignified sliding that the rest of us plebes have become dutifully accepting of.

The interior is where Aston has really opened up the playbook, calling in the help of tailors and craftsmen to create something both fresh and appropriately upscale. Upon their suggestion, Aston dispensed with the usual leather, a luxury car cliche if ever we saw one, and opted for unexpected but elegant materials of both the ultra-modern (carbon fiber, ceramics) and timelessly traditional (silk, cashmere) varieties.

Inside the Lagonda Vision Concept
Inside the Lagonda Vision Concept

In place of the usual mounting structure, the front seats are set on cantilevered arms that free up foot space for the rear passengers and cut unnecessary clutter. The seats are designed more like proper living room furniture, integrating thick seat cushions and armrests. One of the seats even has the appearance of a comfy chaise lounge.

The Lagonda Vision is a Level 4 autonomous concept, capable of taking over all driving responsibilities and leaving driver as passenger. The steering wheel can slide from left- to right-hand driving positions and retract completely, and the front seats can rotate 180 degrees into a social vis-a-vis. The car's advanced connectivity suite will support more than just autonomous driving, promising "unprecedented access to bespoke concierge services and a level of connectivity and cyber-security few enjoy in their own homes." Sounds ... very unspecific.

A sort of chaise lounge-style seat
A sort of chaise lounge-style seat

Speaking of unspecific, of the powertrain, Aston says only that it's all-wheel drive and relies on solid state batteries for roughly 400 miles (644 km) of range, putting the dash between LA and San Francisco within the reach of a single charge. Wireless induction will take care of topping the battery off on the other end of the journey.

Lagonda production will begin in 2021, so we expect the details to fill in during the years leading up to that time. In the meantime, wrap your eyes around the Lagonda Vision in the photo gallery and video clip below.

Lagonda Vision Concept - A new kind of luxury mobility

Source: Aston Martin

5 comments
Derek Howe
That's how I want to travel in the future!
DFrancis
If it didn't say Aston Martin on the badge, this concept Lagonda could be mistaken for a Lamborghini without the creases. Really stunning design, and a vast improvement on the 1970s original.
Tom Lee Mullins
I think that is one cool and green car.
Grunchy
Bleck!
Craig Jennings
Lagonda were great! Then Aston got a hold of em :( Seems like they felt the need to rehash their "Lagonda" Lagonda. I guess they need to redeem themselves, but they could have chosen other Lagonda's to take cues from than the "Lagonda". What a confusing post :P