DBX 707 TAKES OVER THE LAS VEGAS GRAND PRIX

Not only did the Aston Martin Formula 1 team enjoy a double points finish at the Las Vegas Grand Prix in November 2023, but the supercar of SUVs, the DBX707, took centre stage of the entertainment capital of the world.

Thrilling fans with its unrivalled performance, the DBX707 lit up the Las Vegas Strip Circuit on the Saturday with an exclusive track takeover ahead of the first Las Vegas Grand Prix in 41 years.

The DBX707’s display on the 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 o¦cer 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.”