With its ultimate high performance luxury SUV, Aston Martin demonstrated power, innovation, and luxury all at once.
Aston Martin, a brand synonymous with luxury and high performance, recently celebrated a monumental event during the Formula 1 race weekend in Las Vegas. This event was not just a showcase of speed but also a demonstration of Aston Martin’s innovative prowess and racing heritage. The star of the show? Besides the intense race, of course, it was the DBX707, dubbed the ‘supercar of SUVs’, which stole the spotlight on the Las Vegas Strip Circuit.
The event marked a significant milestone for Aston Martin, as it was the brand’s most extensive F1 race weekend event to date. The Aston Martin Aramco Cognizant Formula 1 Team delivered a stunning performance, securing a double points win. This success on the track was mirrored by the awe-inspiring display of the DBX707, which encapsulated the essence of luxury and performance. The DBX707, considered the world’s most powerful ultra-luxury SUV, took to the track for an exclusive demonstration, displaying power, agility, engineering prowess, and as with any Aston Martin, elegant design. This vehicle, which also serves as the Official FIA Medical Car of Formula 1, represents a new pinnacle in SUV performance, combining Aston Martin’s legendary style with unparalleled capabilities.
But the excitement didn’t stop at the track. Aston Martin also took over the Sphere’s Exosphere, the largest LED screen on Earth, for a 15-minute visual spectacle. This immersive experience featured biometric visualizations of drivers in the heat of performance, capturing every pulse-pounding moment of driving an Aston Martin at full throttle. This unique display was a perfect fusion of technology and art, providing fans with an unprecedented look into the exhilarating world of high-performance driving, all displayed on the captivating and innovative Las Vegas Sphere.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, highlighted the significance of the event. He emphasized how Aston Martin’s presence in Las Vegas was more than just about showcasing its vehicles. It was about infusing the brand with the high-performance and technological essence of F1, creating ultra-luxury experiences that connect with its community of owners and enthusiasts. Beyond the race track, Aston Martin also treated over 100 VIP customers to an exclusive off-road adventure in the Nevada desert. Participants were flown over the Grand Canyon to the Valley of Fire State Park, where they experienced the DBX707’s impressive off-road capabilities. This unique adventure was another example of Aston Martin’s commitment to offering extraordinary experiences that go beyond the conventional.
For fans worldwide, Aston Martin brought the Las Vegas Grand Prix excitement to screens everywhere with an innovative online configurator. This tool allowed customers and enthusiasts to digitally create their dream Aston Martin in the new Las Vegas environment. This feature, a first in the automotive industry, exemplifies Aston Martin’s commitment to innovation and customer engagement. The DBX707’s electrifying presence on and off the track, combined with immersive technological displays and unique customer experiences, solidified Aston Martin’s position as a leader in the luxury automotive world.
Image Source: Aston Martin