Aug. 23, 2001
LOS ANGELES (AdAge.com) -- Legendary fictional British agent James Bond will be switching
|Aston Martin's $228,000 Vanquish is the new official 007 car.
The car brand, now owned by Ford Motor Co., will use the movie as a promotional push for its new V12 Vanquish, which has a retail price of $228,000.
The original 007 car
The Bond movies started using Aston Martins in the 1960s -- starting with "Goldfinger" in 1964 with the DB5 model. For the last three Bond movies -- "GoldenEye," "Tomorrow Never Dies" and "The World is Not Enough" -- the Bond character has driven BMW cars and motorcycles.
The new film marks the franchise's 20th release.
BMW surrounded the product placement with a major multimillion-dollar promotional campaign -- which was followed by a number of other car makers in doing film tie-in promotions.
Copyright August 2001, Crain Communications Inc.