Complex Made Simple

LAGONDA vision concept – A new kind of luxury mobility

Aston Martin is proud to present Lagonda Vision Concept, marking the beginning of a new range of state of the art, emission-free luxury vehicles.

Production is planned to start in 2021.

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.

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.”

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 Lagonda ‘Vision Concept’

The Lagonda ‘Vision Concept’ is a near future study that previews the design language that could potentially be seen in production Lagonda models as soon as 2021.

Alongside the new concept, two 40% scale models will be displayed, one coupe concept and one SUV concept, to illustrate how the Lagonda design language could be adapted for the future.

“The Lagonda Vision Concept is an incredibly bold design statement,” said Aston Martin EVP and Chief Creative Officer, Marek Reichman.

“The electrification revolution means there is no longer any need for horse and carriage design, and 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. In the Lagonda Vision Concept, the batteries occupy the floor of the car. Everything above that line belongs to us.”

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,” continues 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.

“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.”

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Autonomous

The Lagonda Vision Concept also anticipates a world with a high level of autonomy.

Its design is commensurate with level four autonomous driving, meaning the car is capable of driving itself in all routine circumstances and on all recognisable roads.

As a result, the steering wheel can not only move from left to right hand drive according to need, in autonomous mode it can also retract entirely allowing front seat passengers to rotate through 180 degrees to engage in face to face conversation with those in the back.

In the meantime, the car will not only have 360-degree awareness of the world around it, but also be fully connected to it, allowing occupants unprecedented access to bespoke concierge services and a level of connectivity and cyber-security few enjoy in their own homes, let along their cars.

“For owners of true luxury cars, autonomy has existed for over a century, in a carbon-based form called a chauffeur,” commented Palmer.

“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.”

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.

The concept has also has been designed to be compatible with the latest wireless conductive charging technology.

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Lagonda: The Wonder of Travel

The Lagonda Vision Concept provides the first clues to the Lagonda models of the future.

It embodies the vision to be a standalone marque that will break through long-standing boundaries and transform the way people perceive luxury transport.

And as with the concept, this will be done through the use of cutting edge design, creating technologically radical, visually spectacular, thoroughly modern and ultra-luxurious vehicles that will overturn conventional thinking.

Lagonda’s ambitions go beyond automotive, it is a luxury brand currently operating in the automotive sphere which can go anywhere and do anything that is consistent with the values of the brand.

Just like the Lagonda Vision Concept, production Lagonda models will not just be supremely spacious, cossetting and exquisitely appointed, but also bold and forward thinking, bristling with creativity and innovation from the way they are designed to the engineering they contain.

Lagonda will use emergent technologies not to isolate their occupants from the experience of travel as do others, but to immerse them in its magic, enabling a whole new generation of enthusiasts and connoisseurs to rediscover the long lost joy of the journey.