Aston Martin has revealed something unexpected in New York. Rather than a suave, classy sports car you’d see in a spy movie, Aston Martin has created a massive, hulking SUV that you’d maybe see in a video game. In partnership with Call of Duty: Modern Warfare 4, Aston Martin is bringing us the Dreadnought.
Meaning “fear nothing,” the Dreadnought is one of the most intense and imposing Aston Martin designs yet. But that may be due to its destination.
The Dreadnought will only exist in the game, although a life-size model was on display at Fanatics Fest. The tactical SUV was Chiltern Green and looks intense, boxy, and dangerous, a military vehicle that looks straight out of a kid’s fantasy playset. Even though it’s never coming to the real world, it’s still a way for Aston Martin to get exposure in an entirely new way.
“Expanding Aston Martin’s footprint into the gaming world allows us to engage with a new generation on their own terms,” Stefano Saporetti, Aston’s Director of Brand Diversification, said.
The Dreadnought brings a new era of advertising to Aston Martin
The days of James Bond are partially over. The franchise is still iconic, sure, but most teenagers and young adults don’t flock to the movie theater like they used to. They do, however, play DMZ, Warfare’s extraction mode, and Warzone, its battle royale. The Dreadnought is perfect for looking badass while racing over a variety of terrains and scouting out enemies.
Appealing to a younger crowd with an interactive promo is the new frontier. Look at Porsche, Ferrari, Jeep, Lamborghini, Ford, McLaren, Dodge… All of these brands have been featured in Fortnite. Rocket League has also featured real models, including the McLaren 570S, Ford Mustang Mach-E, and the Porsche 911 GT3 RS. It may sound weird as hell to older people, but having your car play soccer in a video game is the new way to get the younger generation to notice.
The Dreadnought is said to have the “roar of a full-blooded V12,” but gamers will have to spend $70 to hear it. You know, by buying the game. I think one could argue that hearing a V12 roar across an IMAX screen is more impactful than climbing into a digital car in a video game, but there is something about interactive media that makes people feel connected with cars. Just think of how many people love certain cars because they raced them in Gran Turismo and Forza.
It seems like a strange setting for Aston Martin, but the Dreadnought is a strange vehicle anyway. Aston Martin’s IRL SUV, the DBX707, is pretty tame in comparison. In fact, it’s so unmemorable I forgot they made an SUV. It’ll be interesting to see if driving a jagged, military-like armored SUV will make young adults want a classy sports car. It seems like a stretch, but I don’t blame them for trying.
