Lagonda aims to be the world’s first zero emission luxury brand – a reinvention of the world-renowned luxury marque, unapologetically taking full advantage of the latest advances in emission-free powertrain and autonomous driving technologies.


Our intention is a bold yet simple one – to redefine luxury travel by challenging the status quo to create next-generation, hand-built, automotive luxury for the world’s most discerning customers. Using cutting edge design to create technologically radical, visually spectacular, thoroughly modern and ultra-luxurious vehicles, Lagonda will prove that the old conflicts – those between high performance and zero emissions, technological sophistication and the purest luxury – are conflicts no more.


The Lagonda ‘Vision Concept’ is a near future study that provides the first clues to the Lagonda models of the future. It dispenses with the horse and carriage design, and our new concept shows the scope of design opportunities offered by electric powertrains. The Vision Concept showcases Lagonda design ingenuity, being both far shorter and lower than traditional limousines. The exceptional space efficiency achieved by its radical design means there is room inside for four adults, each of two metres height or more, to stretch out in luxurious comfort. The cabin, designed in collaboration with David Linley, uses British wools, silks and cashmere in total harmony with some of the most modern materials known to man, such as carbon fibre and ceramic tiles.


To experience Lagonda is to be reintroduced to the wonder of travel and to discover a brand-new way to move. Lagonda will remain faithful to the forward thinking, ever adventurous spirit of Wilbur Gunn who founded Lagonda in 1904, challenging conventions to not only create a new kind of car, but to realise a new era of luxury travel.

The Wonder of Travel


The Wonder of Travel


Turn up your speakers


From our earliest beginnings to now, the story of Lagonda is one of movement. Our founder, Wilbur Gunn, was a restless pioneer who saw the world differently and constantly sought to push the boundaries of how we travel, inventing new and better ways to move.


An opera-singing machine engineer, Gunn was driven by a fascination for the possibilities of the latest technologies. That spirit of exploration and progressive innovation was the cornerstone of the Lagonda Motor Company. Founded in 1904, it was named for the fast-flowing Lagonda Creek river that ran through Gunn’s home town of Springfield, Ohio. Over one-hundred years later, his unique spirit of challenging conventions remains hard-coded in our DNA.


Gunn left America at the turn of the last century and settled in west London, where he began to perfect all sorts of machines to propel humans faster, further and better. From his glasshouse workshop he made motorcycle and marine engines, conceiving of a double-expansion steam engine that powered the legendary “Giralda”, at that time the fastest steam yacht on the Thames.


Ever pioneering, it wasn’t long before Lagonda grew into a factory, creating tri-cars and four-wheeled carriages. “Torpedo”, a car which Gunn used to win the Moscow to St. Petersburg time trial of 1910, was decades ahead of its time. Inventive trailing arm rear suspension, unique monocoque construction, anti-roll bars and the first ever fly-off handbrake were just some of the visionary features that helped sell Lagondas all over the world.


Between the wars Lagonda exuded the highest standards in luxury travel, creating V12-powered limousines fit for royalty and featuring its patented Silent Travel design. Better still, Lagondas continued to set new speed and endurance benchmarks, notably winning Le Mans in 1935. Seeing its potential, David Brown purchased the company for £52,500 in 1947, forming Aston Martin Lagonda and forging ahead with all-new ultra-luxury cars like the exquisite four-door Lagonda Rapide.


Technological advances captured the imagination of Lagonda like never before in the 1970s, leading to the creation of one of the most revolutionary cars the world has ever seen. The arresting William Towns designed Lagonda V8 was emblematic of the wonder of travel, fusing the very best technologies and electronics with the most opulent luxury to produce a phenomenally striking and balanced grand tourer.


Today, the world turns its attention once again to a revitalised Lagonda; inventing new and better ways to move, at the intersection of the very best of luxury and cutting-edge technology.

Lagonda All-Terrain Concept

The first model Lagonda will put into production, the All-Terrain Concept bears the bold hallmarks of the Vision Concept. By taking full advantage of its zero emission platform Lagonda’s design team has created a car boasting extraordinary style and space efficiency combined with a rakish design language that demonstrates the unique freedom afforded by Lagonda’s commitment to zero emission powertrain technologies.

Lagonda Vision Concept

The Lagonda Vision Concept also anticipates a world with a high level of autonomy. Its design is commensurate with level four autonomous driving, meaning the car is capable of driving itself in all routine circumstances and on all recognisable roads. As a result, the steering wheel can not only move from left- to right-hand drive according to need, but also in autonomous mode it can retract entirely, allowing front seat passengers to rotate 180 degrees to engage in face to face conversation with those in the back.