Lagonda All-Terrain concept will debut at Geneva motor show

Lloyd Doyle
February 8, 2019

Aston Martin intends to put the concept that we will see in Geneva into production - the first of several models planned - including one that was previewed in Geneva previous year and was decidedly not an SUV. The Lagonda All Terrain will be joined by examples of the DB11 AMR, DBS Superleggera, and Vantage, with the latter two having received a thorough transformation from the Q by Aston Martin personalisation service.

Aston Martin is reviving the Lagonda marque once again - it does so once or twice every decade with a concept or production vehicle - and the next concept is headed to the Geneva motor show in a matter of weeks.

A single teaser image of the Lagonda All-Terrain Concept has been released. The Lagonda All-Terrain Concept, however, will have its market debut in 2021, even before the Vision Concept sedan.

"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", said Andy Palmer, Lagonda president and Aston Martin Group CEO.

"I'm expecting the Aston Martin Lagonda stand to be busier than ever, and very much look forward to seeing the crowd's reaction first-hand", Palmer concluded. If the Lagonda Vision Concept is any indicator, that means an open concept design that allows for more fluid interactions between passengers.

The plan is transform the brand into a tech-focused, ultra-luxury alternative to the likes of Bentley and Rolls-Royce, with electric powertrains and self-driving capability to be the hallmarks instead of the somewhat staid concepts of wood, leather hides and burly engines. Lagonda is a luxury brand, but it is also one rooted in technology.

Watch this space for the full reveal on March 5.

The migration of such an iconic auto into the electrified future shows that Aston Martin is not simply putting the vehicle out there as a one-off, but sees an electrified future and has built and electrified Aston Martin that not only carries forward the design aesthetics of the brand, but is amplified by the electric powertrain.

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