Classic Driver

Aston Martin Lagonda is set to become an ultimate luxury zero-emission brand

First Electric Aston Martin’s Lagonda Will Be An SUV. The new Lagonda brand, launched by Aston Martin in Geneva, is set to become an ultimate luxury zero-emission brand. The concept model are unveiled at the show. According to latest news, the first production model in 2021 from Lagonda is to be all-electric SUV.

Lagonda targets 400 miles (640 km) of range using the latest solid-state batteries, as there is no excuse for lack of range in the ultimate luxury brand.

Aston Martin already presented one electric SUV three years ago, called DBX. The name for the production version of the DBX is expected to be Varekai. The Lagonda Electric Concept probably will have the production version too, but that’s not expected until  2023.



The Lagonda brand

Aston Martin has owned the Lagonda nameplate since 1947, but last launched a full Lagonda-branded car in 1977.

“The Lagonda brand is roughly the same age as Rolls-Royce” – said Andy Palmer hief executive of Aston Martin. But in its new form Lagonda will be all electric. It will appeal to people other than traditionalists, such as those who want to upgrade from a Tesla.”
He added: “When you travel to California, there are plenty of fully specified Teslas that are limited only by what is on offer, not by money.

Target Tesla drivers

Aston Martin is reviving the Lagonda brand as an all-electric rival to Rolls-Royce and Bentley, with an ambition of driving current owners of Tesla vehicles further upmarket.

Tesla sharpheaded the market for high-end electric cars, launching the Roadster sports car in 2008 and Model S in 2012. Jaguar has become the first established premium brand with an electric car, with the I-Pace displayed going on sale this year and Porsche will launch the all-electric Mission E car next year. Aston Martin hopes to capture the luxury space for the technology that is slated to dominate the industry in future.

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