Aston Martin has solidified a deal with MGM/Columbia pictures that will put the Aston Martin DBS in the hands of James Bond one more time. Under the working title "Bond 22," the DBS will make in appearance in its second Bond film in-a-row.
Although Bentley was the manufacturer of choice for Bond in the Ian Flemming novels, Aston Martin will be driven its sixth Bond movie when Bond 22 is released next November. Ford has had the most Bond on-screen time, with models appearing in nine of the 21 films in the series (not including the Mercury and Lincoln used in License to Kill).
Aside from the prestige brought to the brand by having the DBS in another Bond film, the brand recognition that comes with an appearance in one of the movies is invaluable. Casino Royale, released in November 2006, took in nearly $595 million in worldwide box office ticket revenue. This fact, not lost on Aston Martin CEO Ulrch Bez, is of paramount importance to the British automaker's long term marketing strategy.
"Aston Martin is proud of our long association with James Bond," Bez said. He continued to talk about the association he hopes Bond viewers will build between the secret agent and the luxury car brand, pointing out the road and track capabilities of Aston made cars.
Also worth mentioning is the ability of the DBS as a stunt car. Aston Martin has the dubious honor of being in the Guiness Book of World Records for "Most Cannon Rolls In A Car" after stuntman Adam Kirley rolled the DBS seven times in a single take for Casino.
"The DBS has its own unique character which equals that of James Bond. It is explosive power in a black tie."