Aston Martin to Relaunch Lagonda Name as EV Brand

Aston Martin Lagonda Ltd. says it will re-launch its Lagonda nameplate as a sub-brand for top-end electric vehicles.

The U.K. carmaker unveiled the Lagonda Vision Concept sedan on Tuesday at the Geneva auto show. Aston Martin plans to introduce the first two Lagonda production EV models in 2021.

Described as a "near future" design study, the Vision concept is meant to preview the styling direction of future Lagonda models. The design features a sleek profile with a large cabin and short hood, thanks to an optimized electrical architecture.

Aston Martin expects Lagonda’s stylish design will appeal to younger buyers than do offerings from the more conservative Bentley and Rolls-Royce brands in the ultra-luxury segment. The Vision concept includes roof-hinged rear doors, Level 4 autonomous driving capability—with a retractable steering wheel—and a host of luxury amenities.

The concept's interior was developed in conjunction with British furniture designer David Linley. The reconfigurable design features high-end materials such as cashmere, silk and wool, as well as armchair-type seats.

The first production model will be a sedan inspired by the Vision concept. This will be followed by an SUV/crossover model, which was shown in concept form as a 40%-scale model in Geneva. Aston Martin also displayed a scale model of a Lagonda coupe at the show.

Aston Martin plans to partner with an unnamed Silicon Valley tech company on future Lagonda EVs. Media reports say the deal could be announced a few months from now.

Aston Martin bought Lagonda Motors in 1947. The carmaker stopped building regular Lagonda cars in 1958 and has limited the name to a handful of low-volume models in recent years.