Whatever happened to... the Lagonda Vision?

The Lagonda Vision saga shows how Aston Martin’s ultra-luxe EV ambitions stalled after bold pre-Covid promises. Aston Martin announced a resurrection of the Lagonda name for two hyper-futuristic flagships, a saloon and an SUV, signaling a high-end electrified future. Concept models were publicly shown, complete with gullwing doors, 15-minute recharging plans, and talk of autonomous chauffeuring. As the industry shifted, the project reportedly ran into difficulties by 2021, with no clear path to production. By 2024 chief executive Lawrence Stroll said the Vision was 'completely dead,' ending the revival effort.

The decision crystallizes the risks of brand-led, high-cost EV bets in a crowded, technology-driven market. Crucially, Aston Martin never disclosed production timelines, pricing, or a manufacturing plan for either the saloon or the SUV. This episode centers on leadership decisions around an ultra-luxury platform rather than a mass-market platform. With the Vision shelved, industry observers see a setback for the broader trend of extreme luxury EVs. It may prompt the brand to focus on more conventional electrified models while keeping the Lagonda badge in reserve for a possible future revival.