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All-Terrain Concept
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  Lagonda All-Terrain Concept
 

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Country of origin:Great Britain
Produced in:2019
Introduced at:2019 Geneva Motor Show
Source:Company press release
Last updated:March 07, 2019
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Click here to download printer friendly versionAlthough currently at the concept stage, it already has a home. When Lagonda's first model reaches production, it will be produced at Aston Martin Lagonda's brand new facility in Wales. The St Athan site, which started life as a series of Ministry of Defence 'Super Hangars', is currently being completely transformed into a state-of-the-art luxury manufacturing plant. This will be Aston Martin Lagonda's second production facility and ultimately it will become the company's 'Home of Electrification'.

Over 70 Welsh employees have now joined the already 100-strong St Athan team, having spent the last two-and-a-half years at Aston Martin Lagonda's Gaydon Headquarters. This core group of experts will train new employees at the St Athan plant. They're sure to be busy with the workforce steadily increasing during the first half of 2019, then expanding rapidly to more than 700 by the first quarter of 2020.

Palmer commented: 'As the St Athan facility nears completion, there is a very real sense this is the start of a bold new era for Aston Martin Lagonda. A second production facility is a critical step in delivering our Second Century Plan. The St Athan facility will initially commence with the production of the Aston Martin DBX but will ultimately be a global centre of excellence for the production of luxury high performance EVs, including Lagonda: the world's first luxury electric automotive brand.'

The Lagonda All-Terrain Concept provides numerous clues to the exciting Lagonda models of the future. It embodies the vision for Lagonda to be a standalone marque that will break through long-standing boundaries and transform the way people perceive luxury transport. As demonstrated in the concept, this will be done through the use of cutting edge design, creating technologically radical, visually spectacular, thoroughly modern and ultra-luxurious vehicles that will overturn conventional thinking. Lagonda's ambitions also go beyond automotive, it is a luxury brand which, although currently operating in the automotive sphere, can go anywhere and do anything that is consistent with the values of the brand.

Just like the Lagonda All-Terrain Concept, production Lagonda models will not only be supremely spacious, cosseting and exquisitely appointed, but also bold and forward thinking, bristling with creativity and innovation from the way they are designed to the engineering they contain. They will prove that the old conflicts - those between high performance and zero emissions, technological sophistication and the purest luxury - are conflicts no more. Lagonda believes the increase in new automotive technologies from efficient electrification to autonomous driving provides a unique opportunity for a new brand bearing one of the greatest names in motoring to rewrite a rulebook that has been allowed to stagnate for too long.

Above all, Lagonda will remain faithful to the forward thinking, ever adventurous spirit of Wilbur Gunn, the Anglo-American engineer and entrepreneur who founded Lagonda in a greenhouse at his home in Staines to the west of London in 1899. A man whose talents stretched from opera singing to riverboat building, he named his company after the Lagonda Creek river that ran through the town of Springfield in his native Ohio. His cars were always innovative: for example, the 16/18hp model that won the Moscow to St Petersburg trial in 1910 boasted not only trailing arm rear suspension but a form of monocoque construction, decades before its advantages were realised by the bulk of the world's car manufacturers. He succeeded because he refused to accept that the current way was the only way. Lagonda went on to become not only one of the most coveted car brands in the world, but among the most versatile too. In its 1930s heyday Lagonda was capable of producing V12-powered limousines, and sports cars strong and quick enough to win Le Mans, which one duly did in 1935. Bought by Aston Martin in 1947, Lagonda continued to innovate, never more so than with the extraordinary Aston Martin Lagonda of the 1970s,1980s and 1990's to this day one of the most audacious and strikingly styled cars ever designed.

Modern Lagonda products will be inspired by these pioneering designs and, like them, be steadfast in their focus on the future. 'We see no limits for Lagonda,' says Palmer, 'it will be a brand for the restless, for those who are anything but happy with the status quo. It will produce cars that exploit technology, without being obsessed with it for its own sake. And It will enable Lagonda to redefine the concept of luxury within the automotive and other spheres.

'The car has been the greatest liberating force humankind has invented, and at the time the journey was as important as the destination. All that has been lost over the last 100 years. Wherever you are in a Lagonda, whatever the journey and whichever seat you occupy, it will re-introduce you to the wonder of travel.'

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