Aston Martin to Debut Lagonda All-Terrain Concept in Geneva

The Lagonda All Terrain Concept teaser

The Lagonda All Terrain Concept teaser

Regarding the Lagonda All-Terrain Concept, few details have been revealed by Aston Martin.

Aston Martin, which stopped building Lagonda cars in 1958, is reviving the name with the aim of breaking the duopoly held by Bentley and Rolls-Royce in the ultraluxury sedan market.

Aston Martin said past year it will pitch Lagonda as a more modern equivalent of Rolls-Royce to attract a new type of customer from markets such as China.

"It will be like no other SUV to drive, so its looks have to reflect that new reality and to serve as pathfinder to a future in which the most desirable and prestigious automobiles still have a place", Aston Martin design boss Marek Reichman said of the design in 2018. After kickstarting the Lagonda brand with the slick Vision Concept last year, Aston Martin will return to this year's show with the All-Terrain Concept.

Though this incarnation of Lagonda is an all-new company, the brand itself has an extensive heritage. The arm will be dedicated to ultra luxury all-electric vehicles.

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Inside a combination of Triaxial Weave carbon fibre, Black Metallic and Bitter Chocolate Aniline Leather upholstery reinforce that message, creating a brooding ambience that's rich in opulence and intrigue. It will be the first Lagonda electric auto to go into production.

News about the new electric luxury SUV was accompanied by a single teaser image that reveals a low, wide silhouette punctuated by a wide grin of a fascia. What's more? The vehicle by Lagonda will not only be attractive but also environment-friendly and boast autonomous driving tech.

Specifications of the All-Terrain Concept aren't known at this point. The Lagonda All-Terrain Concept, however, will have its market debut in 2021, even before the Vision Concept sedan. At the time, Aston Martin was talking about aiming for 400 miles of EV range, too, along with support for wireless charging. We'll know more in four weeks.

"The ways in which automotive brands reveal new product has changed beyond recognition in recent years, but there's still something compelling about the unique atmosphere of a great motor show", Aston Martin Lagonda president and chief executive Andy Palmer said.

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