Slideshow: Aston Martin Looks to Bring Opulence to the Self Driving EV Segment
Aston Martin's Geneva Motor Show unveiling of the Lagonda Vision Concept vehicle displays a future with nods to the past.
Renewed Nameplate
"Lagonda aims to be the world’s first zero emission luxury brand," so started Aston Martin's introduction to their new Lagonda Vision Concept at the Geneva Motor Show in March. After some setbacks to Aston's electric vehicle plans in the recent past, when Chinese electronics manufacturer LeEco stepped back from Aston's Rapide vehicle production, the automaker signaled a new direction with the revival of the Lagonda marque as the company's electric luxury brand. Aston's plans for the marque include a complete re-think of the concept of automotive luxury and a clean-slate approach to packaging. While luxurious, Lagondas will not be immodest in scale, according to Aston Martin EVP and Chief Creative Officer, Marek Reichman. "Lagonda has no need to occupy a huge amount of road space or make an ostentatious wealth statement," Reichman said. "It is like comparing Concorde to the first class cabin of a conventional airliner. By ditching traditional architecture like Parthenon grilles and massive frontal areas, and by using electrical power, Lagonda design can still be distinctive and luxurious without being grandiose."
New Architecture
With a new platform comes new freedom and Lagonda plans to take full advantage. "‘The electrification revolution means there is no longer any need for horse and carriage design, and our new concept shows the scope of design opportunities that open up once you no longer need to provide space for a large power source directly in front of the passenger compartment," said Reichman. "In the Lagonda Vision Concept, the batteries occupy the floor of the car. Everything above that line belongs to us." The new architecture allows for occupants to walk into or out of the car standing upright via the combination of side-opening doors and upwards-opening roof sections. The Vision Concept "doesn’t have a bonnet because one is not required," though it doesn't completely break away from conventional car aesthetics for aerodynamic reasons.
New Design Ethos
Aston's interior design approach for the Lagonda Vision Concept also seeks to free itself from luxury car convention, and they brought in famous furniture designer (and nephew of Queen Elizabeth II) David Snowdon, and Savile Row tailor Henry Poole to assist in crafting something modern yet traditionally comforting. Aston said when they at first showed Snowdon their leather-rich ideas for the interior he countered by suggesting, "Let’s use different materials, materials people won’t expect even in isolation, let alone together." The result is a mix of carbon fiber, cashmere, ceramics, silk carpets, and handwoven wool all living together.
Continued Autonomy
Aston stresses that autonomy is nothing new to the Lagonda brand. "For owners of true luxury cars, autonomy has existed for over a century, in a carbon-based form called a chauffeur," said Aston Martin President and Chief Executive Officer, Dr Andy Palmer. "We imagine most Lagonda customers will choose to be driven, but whether by a person or a computer will be up to them. And if they want to drive themselves, the car will ensure that is a delightful and memorable experience too. Lagonda will provide that choice." That idea also recalls the era of privately owned luxury rail cars, which in fact isn't that dissimilar from what autonomous vehicles might become. When going autonomous in the Lagonda Vision Concept, the steering wheel can be retracted and the front seats pivoted 180 degrees to face the rear seat occupants, for a more communal vibe. Aston assumes Level 4 autonomy for the car, signifying that no driver input would be needed at all. We may see cars speeding down the road with forward passengers facing backward sooner than we think.
Delivery
Specification-wise, Aston Martin plans for Lagondas to utilize an intelligent all-wheel-drive system that can send any amount of torque to any wheel as needed. The vehicles will carry solid state electric batteries, and Aston expects a range of 400 "real world" miles on a single charge. How soon will we see rearward facing non-drivers on the road? That remains to be seen but Aston Martin projects production of the first electric Lagondas to begin in 2021, with up to two models, a coupe, and SUV, to be available starting in 2023. If history is any guide, look for someone somewhere to start racing them by 2024.