In 2019, Aston Martin announced a revival of the Lagonda name. The Lagonda, a sleek and arrow-straight sedan, was known for a few things. First, its spotty reliability, second, its high price-tag, and third, the luxury of owning one. In 1982, the U.S. was home to only one of these exclusive cars. The model from Europe debuted at the Chicago Auto Show that same year, wowing the car-crazy masses. In an effort to take another shot at making the Lagonda great again, Aston Martin has tucked a modern-day version into its plans for electrification.
The launch, however, has been repeatedly pushed back. 2019 marked Aston Martin’s teaser at the Geneva Motor Show, along with an SUV counterpart asking to be taken off-road. The Lagonda Vision concept included capitalizing on the Lagonda name to create a sub-brand full of 100-percent electric luxury vehicles, however, the manufacturer went quiet for a bit. The 2021 Lagonda Sedan didn’t make it into the driveways of the masses — or even the elite — and its All-Terrain sister stalled in production plans. Now, the luxe automaker’s plans for electrification seem to be rolling again.
Aston Martin’s All-Electric Fleet Has Its Own Brand Identity
The electric vehicle industry is booming in the U.S. as more Americans decide to swap their gas-guzzlers in favor of quiet and clean cars with tax incentives and prices that are beginning to drop. Originating at the turn of the 20th century, the Lagonda brand may have set roots down in England — similar to its future owner, Aston Martin — but its lineage flows back to the epicenter of the auto industry: the Midwest. Despite starting out in the U.K. and being bought out by a British company, the revived Lagonda name still has ties to America, and therefore, makes it a prime icon to usher in Aston’s EV era.
The high-end electric vehicle sector is small but growing. The first Tesla to debut in 2008 paved the way for companies like BMW, Mercedes, Porsche, and Audi to introduce electric vehicles to their fleets. The techy all-electric manufacturer also inspired the entry of auto start-ups centered around an eco-conscious image. Lucid was founded in 2007 by Tesla’s former Vice President and Fisker launched the same year with its first plug-in hybrid vehicle delivered in 2011. Manufacturers founded on a vision of carbon neutrality and electrification have done well in the industry but often lack the reputation of decades, if not a century, of car-making excellence.
Aston Martin’s electric step forward fuses the two. By building the future electric lineup around one singular brand identity exclusive to EVs, Aston Martin ensures its vision doesn’t get lost between hybrids or gas-powered models. But the parent company’s status as a long-time luxe car manufacturer — along with Lagonda’s century of history — demands the respect needed to build a household name.
How The Future Lagonda Lineup Screams Sustainable Splendor
Aston Martin is rumored to join the electric marketplace in 2025. After Lawrence Stroll took over as the company’s executive chairperson and Mercedes-AMG’s Tobias Moers succeeded the previous Aston Martin CEO, Aston Martin’s focus began to shift toward performance on track where Stroll’s son competes in Formula 1. Under the direction of Stroll, the brand now hopes the surge in popularity of motorsports stateside and globally can help sell road cars. However, a delay in launching the Lagonda line of electric cars also came with the leadership switch and refocus. Some skeptics are worried the sedan and All-Terrain will never see the light of day, especially with Aston Martin’s latest unorganized releases. The hybrid 2024 Aston Martin Valhalla and 2025 Aston Martin Vanquish — coming in at $800,000 and $300,000 respectively — took five to six years before going into production.
2023 Aston Martin DBX SUV Specs
|
Engine |
4.0-liter, twin-turbo V-8 |
|
Horsepower |
697 horsepower |
|
Torque |
663 pound-feet |
|
Transmission |
Nine-speed automatic |
|
Fuel Economy (Combined MPG) |
17 MPG |
|
0-60 MPH |
3.1 seconds |
|
Top Speed |
193 MPH |
|
Price |
$200,086 |
If Aston Martin Lagonda is successful in bringing all-electric models to customers, a sky-high price tag would likely come with unprecedented perks — like front seats that spin around to face the second row as shown at the Geneva Motor Show. Aston’s latest SUV, the DBX, features some stunning specs and design that support its $200,000-plus starting rate, but reviews indicate the car doesn’t stack up against the competition in performance. The All-Terrain model is expected to share a suspension with Aston Martin’s latest SUV, the DBX. For an all-electric SUV model, the British-bred brand must break boundaries in numbers. The Lagonda All-Terrain is expected to be the Rolls-Royce of EVs, but its specs will be the true test.
The 2025 Electric Launch Would Set The Industry Ablaze
2025 is a little over a year out. Although the short time frame, a lot can change in expectations, standards, and benchmarks in the EV industry until then. In order to push the envelope, and back up Aston Martin’s signature luxury prices, the model must come with a few features. First, the 2019 Lagonda All-Terrain was expected to have a little over 300 miles in range. However, the Fisker Ocean Extreme model hit an EPA range of 360 miles and, therefore, made headlines for topping the charts in new EV SUVs with a price tag under $200,000. If Aston Martin wants to push for a steeper starting price, the vehicle’s range may need to exceed Fisker’s longevity.
Second, the SUV is expected to have two electric motors, all-wheel-drive, and wireless rapid charging capabilities, but despite its name, the All-Terrain is more suited for roads off the track than mountain vistas. A broader driving range paired with off-roading potential would make the SUV true to its name and a better sell for a wider audience base. Third, the DBX failed to wow in fuel economy tests, scoring just 17 MPG combined city and highway efficiency in 2023. While electric vehicles are more efficient, the majority of Aston Martin’s newest releases fall between a 17 to 20 MPG combined city and highway fuel economy rating. To sell an eco-friendly and efficient image, the brand may need to stretch its fuel economy capabilities.
The relaunch of the electric Lagonda name would spell fruitful things for the future of the industry. Not only would it strengthen the luxury electric vehicle scene, but more manufacturers buying into electrification means a more competitive marketplace for the latest and greatest technology. Already situated with a strong foothold in the luxury road car and sports car industries, Aston Martin has the opportunity to grow within the world of electric cars. While specifics are slim and information remains under wraps, including an official release date, the Lagonda EV SUV and a potential lineup of other 100-percent electric cousins could spice up the electric scene — granted a few standards are met.
Sources include: Aston Martin, Car and Driver, and the U.S. Department of Energy.
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