2019 Geneva Motor Show: Aston Martin Lagonda All-Terrain Concept

© Perry Stern, Automotive Content ExperienceFirst New Lagonda
One year ago here in Geneva, Aston Martin announced that the legendary Lagonda marque would be brought back as a new luxury brand exclusively dedicated to zero-emission vehicles. At this year’s show, Lagonda provided a look at the first new vehicle expected to wear the Lagonda badge — the uniquely-styled All-Terrain Concept. An evolution of the Lagonda Vision Concept that launched the brand last year, the All-Terrain Concept gets a little closer to what a production Lagonda might be.

© Perry Stern, Automotive Content ExperienceBold Possibilities
“The Lagonda All-Terrain Concept adds a hugely exciting sense of adventure to the unique brand of luxury, emission-free vehicles that Lagonda is planning to produce,” said Aston Martin Lagonda President and Group Chief Executive Officer Andy Palmer. “This is a car that would be at home whisking someone straight from a glamorous red-carpet event to a remote scientific research lab. It shows the bold possibilities for Lagonda and demonstrates how the company will push to expand horizons in every area, whether it be technology, design or scope of travel,” Palmer noted.

© Perry Stern, Automotive Content ExperienceSleek Styling
Lagonda’s styling for the All-Terrain Concept has evolved since last year’s Vision Concept, with a more distinct grille and somewhat traditional shape. The overall look gives the appearance of swift movement with swept-back headlights, deeply-sculpted doors and a sleek roofline that flows smoothly from the windshield.

© Perry Stern, Automotive Content ExperienceUnique Rear
This Lagonda SUV possesses a unique clamshell hatch that extends the length of the vehicle. Lighting is set into the clamshell and reflected downward, hiding the LEDS producing light.

© Perry Stern, Automotive Content ExperienceBig Doors
In keeping with the brand’s premise and promise, the Lagonda All-Terrain Concept is a fully-electric SUV with batteries stored in the vehicle’s floor. This configuration stiffens the chassis, which allowed designers to give the concept large rear-hinged back doors. The doors, combined with the opening section of roof over the rear seats, create a dramatic view of the interior as well as easy access for passengers.

© Perry Stern, Automotive Content ExperienceElegant Interior
Accommodations for all four occupants are extremely elegant, with large bucket seats and spacious surroundings. Front seats swivel toward the rear for group interaction during autonomous driving; however, Lagonda reps believe that — given its adventurous qualities — the All-Terrain Concept would most often be piloted by a willing human.

© Perry Stern, Automotive Content ExperienceClean Design
Gauges and other important vehicle information display in the center of the Lagonda All-Terrain Concept’s steering wheel, which gives the interior a very clean look. A floating center console provides additional information as well as a method of interface.

© Perry Stern, Automotive Content ExperienceLiving Room
Overall the interior was designed to look and feel more like a living room than a vehicle. As Aston Martin EVP and Chief Creative Officer Marek Reichman points out, luxury is not just about wood and leather. “We tried to design the interior to feel very calm and quiet with soft, natural materials like Cashmere. Lagonda reflects a future that is full of unique materials that are not set in the past.”

© Perry Stern, Automotive Content ExperienceComing Soon?
Although the All-Terrain Concept is clearly still a concept, Lagonda refers to the SUV as a “near future study.” As currently configured, this vehicle will not reach production; however, since it builds on the concept from last year, the Lagonda All-Terrain Concept establishes a relatively clear design direction for the returning brand. The concept also provides a hint at what a Lagonda production model might look like — which could arrive as soon as 2022.

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