The British luxury sports car manufacturer just unveiled – together with the cast of the next James Bond movie – their newest model – the 10-unit limited series DB10.
And, just as we were treated to the news that Aston Martin is developing a limited-edition car for the 2015 James Bond movie “Spectre,” the idea of continuing a 50-year relationship between the manufacturer and the spy-film franchise seems one of the best marketing moves in the industry. Why, you might ask? Simply because of the huge notoriety of the classy British assassin/lady’s gentleman/government worker/spy. The last installment – featuring Daniel Craig in the title role – has outclassed even the classic Sean Connery installments. And it also featured the original Aston Martin DB5 – in a nod that past meets present to shape the future.
And Aston Martin – among the last independent luxury carmakers – dearly needs the success of the movie franchise. It would also use the new installment – called “Spectre” – to showcase the DB10 (it’s ten unit production is probably already sold out) and more importantly to give hints about its future products. The Gaydon, England-based company, is ready to invest 500 million pounds ($783 million) on a planned expansion strategy through 2017. And Daimler’s AG Mercedes-AMG sports unit has teamed with Aston to ensure the small automaker remains a powerful competitor for the likes of Maserati or Bentley.