Lagonda: what"s going on with Aston"s all EV luxury brand?

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Written by Paul Horrell
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It"s named all-terrain, but the horizons of its ambition seems to stretch further. Hovering on its eerily lit plinth at the Geneva Show, Lagonda"s concept looks like a space capsule for some particularly sybaritic extraterrestrial aristos. It"s huge and ridiculously luxurious, with a cabin cocooning four thrones, its consoles decorated in otherworldly spinning vortices. But for Aston Martin Lagonda, it"s a perfectly down-to-earth proposition for a real car to be made in Wales and sold from 2022. That"s a pretty extravagant re-entrance for a brand that"s had a spotty history since its glory days pre-WW2. So Top Gear asked Aston Martin Lagonda CEO Andy Palmer for his rationale. "Our plan is for seven models in seven years [*see below]. Electrification was born out of that taking us beyond 10,000 cars a year, meaning we"d lose exemptions and have to meet average fuel economy regulations. The electric vehicles would offset V12s.

Date written: 12 Mar 2019

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