Aston Martin will produce a series of autonomous and electric luxury cars from 2021 under its Lagonda nameplate.
Previously reserved for high-end, controversially styled and undoubtedly decadent luxury cars, the Lagonda name will apply to a new line of models promising to shake up the luxury car segment.
Likening the new machine to the luxurious yet compact Concorde jetliner, Aston Martin chief creative officer Marek Reichman says “Lagonda has no need to occupy a huge amount of road space or make an ostentatious wealth statement”.
“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,” he says.
“It offers its customers a thoroughly modern, emission-free form of super-luxurious mobility.”
The Lagonda Vision Concept unveiled at the 2018 Geneva motor show was designed from the inside out, focusing on a luxury interior that merges modern and traditional techniques.
The four-seat cabin features a diverse range of materials including carbon fibre, along with wool and silk sourced from London’s Saville Row. Shunning plastics found in ordinary cars, the Lagonda concept uses ornate ceramic tiles on its air vents intended to look and feel luxurious.
Aston Martin chief Andy Palmer says the Lagonda has an electric range of at least 400 miles (around 650km), along with performance fitting Aston Martin’s luxury brand.
The car features level four autonomous capabilities - owners can take the wheel or hand control back to the car to take advantage of its lounge-like layout.
“For owners of true luxury cars, autonomy has existed for over a century, in a carbon-based form called a chauffeur,” Palmer says.
“We imagine most Lagonda customers will choose to be driven, but whether by a person or a computer will be up to them.
“And if they want to drive themselves, the car will ensure that is a delightful and memorable experience too. Lagonda will provide that choice.”