British luxury brand Aston Martin is the latest to succumb to the temptation of the booming SUV phenomenon.
The Aston Martin Lagonda All-Terrain concept unveiled at the 2019 Geneva motor show is a pointer to a production model due in 2022.
And to think once upon a time the idea of a Porsche SUV was considered sacrilege. How times have changed.
Aston Martin has not released any technical details about the concept other than it will be a fully electric car. Clues about its performance, driving range, charging time, or battery capacity were conspicuously absent from the 2000-word media statement.
One hidden gem: the car key “floats” mid-air when placed above an electromagnetic field between the front seats. It’s hard to see in the official photos, so we’ll try to update this story with some pics of the floating key if it’s being demonstrated at the show.
The rest of the media statement went on to say that the sweeping lines were inspired by a super yacht: “There is a relaxed elegance to the rear-leaning gesture of the beltline, but there is also an inherent robustness that is in-keeping with the terrains that the vehicle is designed to tackle.”
It gets better. Look what else happens when the technical department doesn’t give the PR department much to write about: “(The Lagonda SUV) is an ultra-stylish, supremely luxurious, fully electric emission-free vehicle that can transport its occupants to remote and spectacular locations. It appeals to a pioneering spirit of adventure and such is its futuristic design that you could just as easily imagine it roaming the surface of Mars as a mountain in Scotland.”
Mars? Excellent. Sign me up.
Aston Martin continues: “Lagonda will show how true luxury and modern design, far from being diametrically opposed interests, can exist in total harmony and enhance each other’s most desirable characteristics.”
I’m not sure what that means but I think they’re saying… actually I have no idea what they’re saying in that sentence.
I also like this quote attributed to the designer, sorry the Chief Creative Officer, Marek Reichman: “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.” On Mars, no doubt.
There were a couple of nuggets of helpful info, though. The stiffness of the platform and battery pack has enabled the rear doors to be a rear hinged design, for “red carpet” entrances.
And the rear cargo area has a hidden shelf that slides out from under the floor, so you can sit on it or rest a picnic basket – like you can on the tailgate of a Range Rover. Or Ford Ranger for that matter.
In Aston Martin-speak though, it reads like this: “The shelf extends when required in order to offer a platform for occupants to perch on. Given the extraordinary views that the Lagonda All-Terrain Concept can transport its occupants to, it seems only right that it should offer somewhere for them to sit and survey the landscape.”
On Mars, presumably.
At least they kept the comments from Aston Martin boss Andy Palmer down to earth. Actually, they couldn’t help themselves there either.
“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,” says Palmer. “This is a car that would be at home whisking someone straight from a glamorous red carpet event to a remote scientific research lab.”
I’m sorry, I’m confused. Is the research lab on Mars too?
This reporter is on Twitter: @JoshuaDowling