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Supercar of SUVs unleashed on Las Vegas Strip Circuit™ as Aston Martin celebrates F1® race weekend

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Published
12/12/2023 by

A double points-winning performance from the Aston Martin Aramco Cognizant Formula 1®  Team capped a memorable weekend for Aston Martin in Las Vegas, with the supercar of SUVs, DBX707, taking centre stage of the entertainment capital of the world.

Thrilling fans with its unmistakable style and unrivalled performance, DBX707 lit up the Las Vegas Strip Circuit™ on Saturday with an exclusive track takeover ahead of the first Las Vegas Grand Prix in 41 years, demonstrating the supreme capability of Aston Martin’s critically acclaimed model, the world’s most powerful ultra-luxury SUV and serves as the Official FIA Medical Car of Formula 1®.

At the pinnacle of SUV performance, the pulsating DBX707 display on track was only matched by an accompanying 15-minute spectacle on Sphere’s Exosphere – the largest LED screen on Earth. Seeking to convey the intense sensations being experienced on track in DBX707, the immersive content featured real biometric visualisations of drivers experiencing the intensity of driving an Aston Martin at full performance, including their pupil dilation and heartbeat.

Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin said: “From delivering the largest-ever digital display of a car on Sphere, through to unleashing a stunning line-up of DBX707 models on the Las Vegas strip, Aston Martin has put our iconic brand at the heart of one of the most innovative sporting events in the world.

“Touching all of our marketing channels, our activities in Las Vegas demonstrate how we are infusing our brand with F1’s unique high-performance and technology credentials and curating ultra-luxury experiences and events that connect our community of owners and enthusiasts.”

Its largest ever race weekend marketing campaign, Aston Martin’s partnership with the Las Vegas Grand Prix saw more than 100 VIP customers entertained on each day of the event, 58 thrilling hot laps completed on the new street circuit and the reveal of immersive Aston Martin content on Sphere throughout the race week.

Immersive content kickstarts Las Vegas Grand Prix

As part of Aston Martin’s Las Vegas Grand Prix partnership, Aston Martin showcased a unique immersive advertisement throughout the race week on the new Las Vegas landmark, Sphere, which was developed over months by creatives challenged to bring the thrilling nature of the brand’s class-leading performance cars to life. In addition to revealing the Aston Martin Aramco Cognizant Formula 1® Team’s AMR23 racecar on a never-before-seen scale, the 90-second visual installation displayed DBX707, and the world’s first super tourer, DB12, in what was the largest display of car ever created for digital media.

DBX707 impresses off-road and on track

Away from the bright lights of downtown Las Vegas, Aston Martin presented a unique off-road DBX707 adventure in the Nevada desert. Starting with an unforgettable private helicopter journey, offering a bird’s eye-view of the Las Vegas Strip Circuit™, guests were flown over the Grand Canyon towards the magnificent Valley of Fire State Park, where they experienced the full force of the most powerful luxury SUV on an off-road driving route.

Configurator innovation

For those not in attendance, Aston Martin brought the atmosphere of Las Vegas to the screens of customers, fans, and dealer partners across the world, through the introduction of a new Las Vegas environment onto its award-winning online configurator. Having become the first manufacturer to allow customers to digitally specify their model in the surroundings of a Formula 1® pit garage earlier this year, Aston Martin customers can now digitally create their own intimately personal Aston Martin on the new Las Vegas Strip Circuit™, the first time an F1® circuit has featured in an automotive configurator.

Double points-winning performance

In the penultimate race of the Formula 1® season, the Aston Martin Aramco Cognizant Formula 1®  Team delivered a double points-winning performance to take the battle for fourth place in the Constructors’ Championship to the final race of the season in Abu Dhabi.

Starting in 19th position, Lance Stroll delivered a skilled drive through the field, climbing 14 places to finish in 5th place, matching his result in the previous Brazilian Grand Prix.

Those 10 points were added to by Fernando Alonso, whose 9th placed finish leaves him in tied in 4th position in the Formula One Drivers’ World Championship after a memorable first season in British Racing Green.

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