Aston Martin is bringing back the Lagonda brand. But Aston's on again, off again ultra-luxury brand is doing something different. This time it's going to be the automaker's electric line. The first production model is set to be an all-electric SUV.
"In reviving one of the most iconic names in motoring we have created a unique opportunity," said Aston Martin President and Chief Executive Officer, Dr Andy Palmer. "One that allows us to cast aside an inherited 20th-century approach and instead design cars around 21st-century demands and desires."
The British automaker calls the vehicle the first zero-emission luxury SUV, although Tesla might dispute that claim with its own Model X crossover. But the Lagonda will be a level above that, with the company calling the restarted brand a super-luxury marque.
The concept the company showed is extreme, but Aston Chief Creative Officer Marek Reichman said that the Lagonda would keep the boldness of the Vision Concept the company showed earlier this year at the Geneva auto show. Reichman also said that Lagonda will be a driver's SUV, and that "it will be like no other SUV to drive, so its looks have to reflect that new reality."
We'll have to wait until 2021 for the scheduled reveal of the production model.
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