Andy Palmer, Aston Martin Lagonda's president and group CEO, said although some brands are staying away from Geneva and other motor shows, the Lagonda brand would embrace the "buzz" of the exhibition halls.
But don't worry, there will still be plenty of more traditional products on the Aston Martin stand.
Dubbed the Lagonda All-Terrain Concept the model is expected to be battery-electric, given the fact that the latest rebirth of Lagonda transformed the sub-brand into Aston Martin's all-electric division.
The SUV concept is understood to be closely related to the sedan in its footprint, architecture, interior and chassis, and powertrain technology. It also allows Aston to develop electric cars while keeping its high-performance gasoline cars separate.
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The Lagonda all-terrain concept will be based on the Lagonda Vision Concept that was showcased at last year's Geneva Show.
The teaser image carries over design elements from the Vision Concept (below), such as the slitty headlight clusters, side view cameras, gaping front grille and full-width wing-like element below it.
Once in the real world, it'll find itself sitting on architecture closely related that that of Aston Martin's fossil-fueled DBX, a vehicle with which it'll share the new St Athan production line when manufacturing begins in 2021. Like the original Lagonda, it was an angular affair, dividing opinion but never relenting when it came to luxury or, indeed, power. The migration of such an iconic auto into the electrified future shows that Aston Martin is not simply putting the vehicle out there as a one-off, but sees an electrified future and has built and electrified Aston Martin that not only carries forward the design aesthetics of the brand, but is amplified by the electric powertrain.
The 89th Geneva International Motor Show is scheduled to take place in March this year.