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Aston Martin’s Lagonda Aiming to Become “First Zero-Emission Luxury Brand”

Aston Martin is looking to rebadge its Lagonda marque as the “world?s first zero-emission luxury brand.?

Unveiled at the Geneva Motor Show this past week using a 50-percent scaled coupe and SUV, the all-electric Lagonda Vision Concept?s interior features remarkable upholstery, with wool substituting wood and leather, along with cashmere, silk carpets, ceramic tiles, and other first-time materials.

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elements include cantilevered front seats for 180-degree rotation, a retractable steering wheel, and level 4 autonomy, a Society of Automotive Engineer’s classification level that states the vehicle is “designed to perform all safety-critical driving functions and monitor roadway conditions for an entire trip” for almost all driving scenarios.

According to Aston Martin, its electric powertrain and built-in floor battery allow for more design options, such as winged doors and the ability to stand up inside before exiting the vehicle.

“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,” said Dr. Andy Palmer, Aston Martin president, and CEO. ?Lagonda exists to challenge that thinking and prove that being modern and luxurious are not mutually exclusive concepts.”

Production is planned for 2021. No word yet on which markets the nameplate will enter.

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