Aston Martin to Relaunch Lagonda Brand With Electric Luxury SUV

When Aston Martin announced plans in 2008 to revive the Lagonda brand “to develop cars which can have a different character than a sports car… offering exclusive, luxurious and truly versatile products with high quality and usability,” it probably didn’t have a very clear idea of what those products would look like.

Now, things have changed. Lagonda this week confirmed plans for its first production model. And guess what? It really won’t be a sports car, but rather yet another addition to the super-luxury SUV segment.

However, unlike the Bentley Bentayga, Lamborghini Urus, Maserati Levante and the just-unveiled Rolls-Royce Cullinan, not to mention Aston Martin’s upcoming DBX-based model (rumoured to be called “Varekai”) and Ferrari’s planned plug-in hybrid SUV, the future Lagonda SUV will be completely emission-free thanks to an advanced battery electric drivetrain.

“In reviving one of the most iconic names in motoring we have created a unique opportunity, one that allows us to cast aside an inherited 20th century approach and instead design cars around 21st century demands and desires,” said Aston Martin President and CEO, Dr Andy Palmer. “The Lagonda SUV is the first of its kind: a spacious, high-performance 4x4 that successfully reconciles a love of technology, luxury and style.”

Speaking of style, the sketch released by the company shows a much more radical vehicle than the infamous concept we first saw nearly ten years ago. In fact, it draws inspiration from the remarkably bold Vision Concept that debuted at the 2018 Geneva Motor Show (top part of the sketch). The drive promises to be like no other SUV, so the reasoning is that the design should be just as unique.

Be patient as the official unveiling of the Lagonda SUV is scheduled for 2021 only. Yes, the wait will be long, but remember, we’re talking about a 114-year-old car brand.

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