Aston Martin looks to revive the Lagonda brand with electric vehicles starting with the Lagonda All-Terrain electric SUV concept.

At the Geneva Motor Show today, the British automaker unveiled the design of the concept.

Aston Martin is currently investing into a new production facility in St. Athan, Wales to start Lagonda production in 2022.

They are calling the new state of the art facility Aston Martin Lagonda’s ‘Home of Electrification’.

What they show today is only a first glimpse of the first production model from the luxury brand.

They haven’t released any detail about the specs beyond that it is “exclusively driven by zero emission powertrain technologies.”

Andy Palmer, Aston Martin Lagonda President and Group Chief Executive Officer, commented on the release today:

‘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. 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.’

Here are the concept images of the Lagonda All-Terrain Concept released today:

By the time the vehicle launches in 2022, Aston Martin believes that they will be closer to having figured out autonomous driving.

They have developed the interior with that in mind:

“The interior of the vehicle develops many of the bold design elements first seen in the Vision Concept, but while that possessed a rear-seat-biased limousine atmosphere, the Lagonda All-Terrain Concept has a more even-handed ambiance spread between all four seats. So, while there is still the option of rotating the two front seats to face the rear two during autonomous operation, there is a greater expectation that the vehicle will be controlled by the driver during the journeys that it will undertake.”

Here are a few images of the concept’s interior:

On the center console, you can actually see something levitating; that’s the key.

While several automakers are moving toward not using keys altogether, Lagonda believes that “it remains an important point of contact between the driver and the vehicle.”

They say that they are “celebrating” it by making it float between the front seats using electromagnets.

Electrek’s Take

It looks like an interesting concept, but it sounds like it’s going to be something for the top one percent of the top one percent.

It can’t be clearer than one listening to Aston Martin EVP and Chief Creative Officer Marek Reichman imagining what kind of customer would buy this:

‘We imagined that the owner would be a sort of pioneering yet environmentally conscious person. They may well have a luxury villa in a remote place that acts as their sanctuary. As such, the Lagonda brand is unconstrained by the traditional values of current luxury products, it is not 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.’

Nonetheless, every segment of the industry is going electric, even ultra-luxury and it looks like Aston Martin wants a part in it with Lagonda.