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Lagonda aims to be the world’s first zero emission luxury brand. It will confound traditional thinking and take full advantage of the latest advances in electrification and autonomous driving technologies, which amount to the biggest revolution in land-bound transportation since the invention of the car.
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.
‘We believe people associate luxury in their cars with a certain traditional and even old-fashioned approach because, to date, that is all that’s been available to them,’ commented #astonmartin President and Chief Executive Officer, Dr Andy Palmer. ‘Lagonda exists to challenge that thinking and prove that being modern and luxurious are not mutually exclusive concepts.’
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