Marcus De Guzman / Aston Martin, Newspress UK | March 07, 2018 11:53
Aston Martin rebrands Lagonda name as upcoming EV luxury marque
Aston Martin's idea of an electric luxury vehicle has been realized it seems. Making its world debut at the 88th Geneva International Motor Show is the Lagonda Vision Concept. According to Aston Martin, the concept previews an emissions-free, state of the art luxury brand that combines modern design, electrictrification and autonomous driving technologies.
“We believe people associate luxury in their cars with a certain traditional and even old-fashioned approach because, to date, that is all that’s been available to them. Lagonda exists to challenge that thinking and prove that being modern and luxurious are not mutually exclusive concepts,” said Dr. Andy Palmer, Aston Martin CEO.
Unlike the Aston Martin Lagonda of yesteryear (as well as the modern Lagonda Taraf), the Lagonda Vision Concept looks ahead into the future with its futuristic design and modern powertrain technology. It previews a new design language the company hopes will arrive in production models as early as 2021. Shorter and lower than typical limousines, the concept focuses on providing maximum cabin space. With no engine up front, the designers were able to make a sleek and dynamic-looking front fascia that can cut through the wind effortlessly.
In addition, ditching traditional designs allowed the company to experiment and try unconventional styling for the front and rear fascias. Starting with the former, it gets a radical look that consist of sleek headlights, a prominent front grill and a muscular hood. Meanwhile, the latter comes with a sharp tail featuring thin taillights and an angular bumper.
“The shape of the Lagonda Vision Concept is the result of satisfying a number of different requirements. The need to make a bold design statement, to establish Lagonda as a company of the future and to show how technological advancement can help liberate design too. So while Aston Martin design language can be seen as organic and natural, that of Lagonda is more sculptural, shocking and challenging,” said Marek Reichman, Aston Martin EVP and Chief Creative Officer.
Further defying convention is the Lagonda Vision Concept's cabin. Thanks to self-driving technologies, the concept features a lounge-like interior which allows occupants to face each other while the car is mobile. In addition, the doors can open upwards to allow passengers to enter and exit the car with ease. The seats, on the other hand, were designed like armchairs which makes for a more comfortable riding experience.
Fine quality materials were also used in making the concept's interior more lavish. Beside the heavy use of metal trim and leather upholstery, the interior also comes with carbon fiber accents, ceramics, cashmere fabric and silks.
“The result is a cabin that surprises, shocks and fascinates, where silk carpets and hand woven wool upholstery live in perfect harmony with carbon fibre trim and functional ceramic tiles that open and close to alter the ventilation and adjust the volume of the music,” stated Reichman.
Its electric powertrain remains a mystery but the company did say it is capable of holding powerful solid state batteries which will enable it to cover nearly 645 km in a single charge. In addition, the concept can also come with wireless conductive charging for easier recharging. Intelligent all-wheel drive will come as standard which is capable of delivering 100-percent of available torque to any wheel depending on demand.
“We see no limits for Lagonda. It will be a brand for the restless, for those who are anything but happy with the status quo. It will produce cars that exploit technology, without being obsessed with it for its own sake. And It will enable Lagonda to redefine the concept of luxury within the automotive and other spheres,” said Palmer.
The Lagonda Vision Concept's design will become the basis of two new Lagonda models that may see the light of day in 2023.