Rolls Royce Cullinan getting competition from Aston Martin Lagonda?

The name Lagonda has a long and interesting history, both as part of Aston Martin and as its own entity before being bought by Aston Martin in 1948.

The vehicle's premiere will come exactly 12 months after the launch of the Lagonda Vision Concept and according to Aston Martin, the All-Terrain Concept will be the first model put into production by the relaunched Lagonda brand.

Having made a surprise return to the world stage at the Geneva Motor Show previous year, Lagonda will be back at the 2019 running of the event.

Shares of Aston Martin Lagonda Global Holdings PLC (LON:AML) hit a new 52-week low during trading on Friday. As this is 2019, the Lagonda concept will be an SUV.

Electrified powertrains not only impact the driving experience of the auto, but give automakers the opportunity to completely re-think the layout of the auto as the smaller electric motors bring the same power we've come to expect from V8, V10, and V12 engines and shrinks it down into packages that are more easily integrated into human-centric vehicles.

If we examine the image a bit, we can see the front grille will be prominent and adorned with a gold band that will link it to the headlights.

The design study is called Lagonda All-Terrain concept.

Aston Martin has said the Lagonda's electric platform will allow it to design ultra-luxury cars with huge interior space without the need to stretch the overall length much beyond that of its sports cars.

While there is enough time for the vehicle to show up, there is no denying to the fact that brands like Aston Martin are also stepping into the rich waters of the booming SUV segment.

Though this incarnation of Lagonda is an all-new company, the brand itself has an extensive heritage.

A rakish shape is made possible by the vehicle's electric powertrain, which will likely consist of a flat battery pack in the floor and an electric motor or two at each axle.

Little has been revealed as yet, but Lagonda says its new model will bear the "hallmarks" of the Vision Concept unveiled at last year's show.