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Aston Martin has announced its intention to unveil two new Lagonda models by 2023, alongside revealing a concept car that offers a sneak peek at the future design of these vehicles. Introducing the Lagonda Vision Concept.
Set to compete with luxury brands like Bentley and Rolls-Royce, the Lagonda Vision Concept embraces a more modern aesthetic. Moving away from the conventional, elite atmosphere typically seen in this sector, Aston Martin’s design appears as if it belongs on the set of a sequel to Blade Runner 2049.
“We understand that many people associate luxury cars with a traditional and somewhat antiquated image due to the options available until now,” explained Aston Martin CEO Andy Palmer. “Lagonda aims to disrupt this perception, demonstrating that modernity and luxury can coexist harmoniously.”
As an all-electric vehicle, the Lagonda Vision Concept’s design team had the flexibility to craft the entire car around its interior, resulting in its sleek and spacious silhouette. CCO Marek Reichman remarked, “[Electrification] eliminates the need for traditional horse-and-carriage designs,” highlighting the limitations posed by large internal combustion engines in front of passenger areas. “In the Lagonda Vision Concept, the batteries are situated beneath the floor of the vehicle. Everything above that point is ours to innovate.”
Designed to comfortably accommodate four adults, the Vision Concept boasts Level 4 autonomy and features rotating captain’s chairs that enhance its inviting lounge atmosphere.
Addressing the topic of autonomy, Palmer humorously referenced an earlier statement made by a Rolls-Royce executive. “For true luxury car owners, autonomy has existed for over a hundred years in the form of a chauffeur,” he joked. “We assume most Lagonda customers will prefer to be driven, whether by a human or an automated system. However, if they choose to drive themselves, the car will ensure the experience is both enjoyable and memorable. Lagonda will offer that choice.”
Look out for the new Lagonda model, expected to make its debut in upscale communities as early as 2021.
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