LONDON: A specially-built Aston Martin is one of the stars in a trailer for the forthcoming James Bond film Spectre. The official trailer for the film has now been released and it features glimpses of the Aston Martin DB10 created especially for the film.
The trailer has also revealed that the Bond baddie in Spectre, played by Christoph Waltz, will be driving a Jaguar C-X75 and it shows glimpses of both cars in action. The Solihull-built Range Rover Sport will also play a part in the film.
Although the DB10 will not be put into production, Aston Martin has said it shows the design direction for its next generation of cars.
Aston Martin’s DB10 was first unveiled on the 007 stage at Pinewood Studios by EON Productions, the producers of the James Bond film franchise, in December last year.
Just ten of the cars have been built at Aston Martin’s Gaydon headquarters by its design and engineering teams.
Led by Aston Martin chief creative officer, Marek Reichman, the car-maker’s team worked closely with Spectre director Sam Mendes, to design the latest car for the world’s most famous spy.
The latest tie-up represents a partnership between Aston Martin and the James Bond film franchise that stretches back more than 50 years – to the DB5 driven by Sean Connery in the third Bond film Goldfinger.
Speaking last December Dr Andy Palmer, CEO of Aston Martin, said: “In the same year that we celebrate our 50-year relationship with 007, it seems doubly fitting that we unveiled this wonderful new sports car created especially for James Bond.
“To be partnering once again with EON Productions is great news for this company and for everyone around the world that loves to see Bond at the wheel of an Aston Martin.”
The latest Bond tie-up with Midland car-makers is nothing new and is an example of effective product placement that reaps dividends, according to automotive expert Professor David Bailey from Aston Business School.
He said: “This is really fantastic marketing for Aston Martin and Jaguar Land Rover. They get their products in front of millions of people so it’s great news for the local car industry.
“Both have been involved in Bond films for a long time and particularly at the premium end of the market it’s about the branding their vehicles.
“This is particularly the case for Aston Martin which is very much an iconic brand in an iconic film and part of the reason it is viewed as one of the most desirable brands in the world. It gives them great cachet being in films like that.
“It is also interesting that Jaguar played on the link in some of their advertising focusing on British baddies and how they drive Jaguars.”
Speaking about the partnership, author Andrew Noakes, who has written several books on Aston Martin, said: “Though the film Bond has driven other cars, he has always come back to Aston Martins.
“It’s helped to make a relatively small British sports car company into a global brand, and the regular reappearance of Aston Martin in the films keeps the company and its cars in the public eye.
“Bond is the ideal character to be associated with Aston Martin, because he is the kind of person Aston owners want to be – suave, smart, a man of action but also a connoisseur of fine things.
“The publicity is worth millions to Aston, but Aston Martins are now such an integral part of the Bond legend that the films need the cars too.
“Every time the film producers want to ‘reboot’ the franchise – as they did when Timothy Dalton took over in 1987, and then again with Daniel Craig in 2006 – they put Bond back in an Aston Martin.
