Aston Martin’s Lagonda aims to be the world’s first zero emission luxury brand. It will confound traditional thinking and take full advantage of the latest advances in electrification and autonomous driving technologies

Aston Martin marked the beginning of a new range of state-of-the-art, emission-free luxury vehicles with the unveiling of the Lagonda Vision Concept at the Geneva Motor Show.

Lagonda aims to be the world’s first zero-emission luxury brand. It will confound traditional thinking and take full advantage of the latest advances in electrification and autonomous driving technologies, which amount to the biggest revolution in land-bound transportation since the invention of the car.

Production is planned to start in 2021.

Lagonda will show how true luxury and modern design, far from being diametrically opposed interests, can exist in total harmony and enhance each other’s most desirable characteristics.

“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,” commented Aston Martin President and Chief Executive Officer Dr Andy Palmer. “Lagonda exists to challenge that thinking and prove that being modern and luxurious are not mutually exclusive concepts.”

Vision Concept

The Vision Concept showcases Lagonda design ingenuity. Both far shorter and lower than traditional limousines, the exceptional space efficiency that has been achieved by its radical design means there is room inside for four adults, each of two metres height or more, to stretch out in luxurious comfort.

“Lagonda has no need to occupy a huge amount of road space or make an ostentatious wealth statement,” said Aston Martin EVP and Chief Creative Officer Marek Reichman. “It is like comparing Concorde to the first class cabin of a conventional airliner. By ditching traditional architecture like Parthenon grilles and massive frontal areas, and by using electrical power, Lagonda design can still be distinctive and luxurious without being grandiose. It offers its customers a thoroughly modern, emission-free form of super-luxurious mobility.”

 The Lagonda Vision Concept doesn’t have a bonnet because one is not required. But it still needs to travel through the air and to do so as efficiently as possible to preserve battery life, which is why its shape is so sleek and dynamic. “The shape of the Lagonda Vision Concept is the result of satisfying a number of different requirements,” said Reichman. “They include 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. It is a shape formed by the collision of invisible forces, like those made by magnetic particles in an electrical current. The secret is to understand how to connect that shock and change to beautiful surfacing.”

The Lagonda Vision Concept has been configured to accept powerful solid state electric batteries enabling it to cover up to 400 real world miles between charges. That’s the distance from Los Angeles to San Francisco, London to Edinburgh or Berlin to Vienna without stopping.