By Alex Lauer / May 15, 2018 9:00 am

One way to bridge the divide between surging SUV sales and a relative paucity of consumer interest in electric vehicles? Take out the problem of profitability, by going luxury. Super luxury.

Last week, Aston Martin announced their plan to bring an “emission-free Luxury Battery Electric SUV to market.” But instead of shuffling it in among the marque’s current offerings, they’re christening a new line: Lagonda.

If that name rings a bell, it’s probably because Lagonda is a 112-year-old brand that has been operated by Aston Martin since 1947. Their most recent offering was the Taraf, a sedan sold primarily in the Middle East of which only 200 units were produced. But earlier this year, CEO Andy Palmer announced the uncertainty that’s plagued the label will be replaced by a clear-cut mission: “…if it’s an Aston, it’s probably got a gasoline engine and it’s probably got a V-configuration. It might or might not have a hybrid attached to it. But if it’s a Lagonda, you know what you’re getting: it’s 100 per cent electric.”

The only images of the latest concept are the images above, which is not surprising considering an expected 2021 release. The technical details are similarly vague, focusing on the “advanced Battery Electric drivetrain” and “ultra-stylish, supremely luxurious” design — thereby low-key calling out both Ferrari’s hybrid SUV (not progressive enough) and Rolls-Royce (for not incorporating an electric powertrain into their first SUV).

Thankfully, there are other clues to be had w/r/t the Lagonda SUV. At this year’s Geneva Motor Show, Aston Martin showcased the Lagonda Vision Concept, a curious vehicle with a steering wheel straight out of a Star Wars podracer and an interior that blends silk carpet, hand-woven wool upholstery, carbon-fiber trim and functional ceramic tiles.

We’ve never considered silk carpeting in our SUVs before, but we’re willing to be convinced.