Currently reading: Lagonda to relaunch with 'radical' electric SUV in 2021
Aston Martin to revive 114-year-old brand with battery electric 4x4 targeting Rolls-Royce Cullinan

The first production model from Aston Martin’s revived Lagonda brand will be a super-luxury "radical" electric SUV to be launched in 2021 to rival the Rolls-Royce Cullinan and Bentley Bentayga.

The 114-year-old brand is being relaunched as a stand-alone maker of futuristic, high-tech luxury cars. That was previewed by a Lagonda Vision Concept saloon at this year’s Geneva motor show.

While the first production Lagonda will be an SUV, a teaser image released by the firm shows that it will follow the same bold design language. Marek Reichman, Aston's design boss, previously told Autocar that future Lagonda models would be "game changers" in the super-luxury class.

Aston Martin design boss: 'Rolls and Bentley are Ancient Greece today'

Aside from confirming it will feature a battery electric powertrain and offer four-wheel drive, Lagonda has yet to reveal any technical details of the machine. Aston says it will be built around “near-future technologies” and promises an SUV that is “supremely luxurious”.

Each car will be hand-built on Aston’s new dedicated electric car architecture. Producing an SUV as a first electric car echoes a trend of other firms, because the high-riding design of crossovers can easily accommodate the space required to place the batteries in the floor of the car.

A history of Aston Martin Lagonda

The ‘near-future’ technologies are likely to include semi-autonomous systems, with the help of an as-yet-unnamed technology company based in Silicon Valley, California.

Aston boss Andy Palmer said: “In reviving one of the most iconic names in motoring, we have created a unique opportunity. One that allows us to cast aside an inherited 20th-century approach and instead design cars around 21st-century demands and desires. 

“The Lagonda SUV is the first of its kind: a spacious, high-performance 4x4 that successfully reconciles a love of technology, luxury and style.”

Read more

Aston Lagonda Vision Concept shown at Geneva motor show

Aston Martin design boss: 'Rolls and Bentley are Ancient Greece today'

A history of Aston Martin Lagonda

Opinion: will Aston Martin and Apple team up on Lagonda project?


Read our review

Car review

An emotional purchase rather than a rational one, but for the super-rich, super-exclusive customers who'll own the Lagonda Taraf, it's just what they're after

James Attwood

James Attwood, digital editor
Title: Acting magazine editor

James is Autocar's acting magazine editor. Having served in that role since June 2023, he is in charge of the day-to-day running of the world's oldest car magazine, and regularly interviews some of the biggest names in the industry to secure news and features, such as his world exclusive look into production of Volkswagen currywurst. Really.

Before first joining Autocar in 2017, James spent more than a decade in motorsport journalist, working on Autosport,, F1 Racing and Motorsport News, covering everything from club rallying to top-level international events. He also spent 18 months running Move Electric, Haymarket's e-mobility title, where he developed knowledge of the e-bike and e-scooter markets. 

Join the debate

Add a comment…
harf 9 May 2018


AML now publishing Reichman’s wet dream sketches. 

At geneva there was one of the most exquisitely designed modern saloon cars I have ever seen. Of incredibly elegant form with quite perfect detailing. Could easily have worn an Aston or Lagonda badge but instead had a Mazda one. The Vision Coupe. 

bomb 9 May 2018

According to Lagonda they

According to Lagonda they "stole the show" at Geneva with their concepts. I'm afraid I can't agree, the interior of their luxury concept looked like a panic room.

abkq 9 May 2018

Dont know what the above two

Dont know what the above two images are supposed to represent.

The glasshouse is so shallow that there is minimal side visibility and zero rear visibility. The rake of the windscreen is so exaggerated that the driver must be sitting very far back which leaves a huge area in front.

If this is a 'bold design language' as AM claims, what new concepts does this new language hope to realise other than mere styling?

Mikey C 9 May 2018

I assume the driver is

I assume the driver is supposed to stick his head out off the sunroof to see out :-)