Aug 8, 2023, 13:00 PM

Aston Martin bring high-performance and ultra-luxury to Pebble Beach with unveil of new sports car and thrilling VR technology

  • World-first new model reveal by British ultra-luxury brand as it celebrates its 110th anniversary at Pebble Beach
  • North American debut of recently launched Aston Martin Valour, showcasing Q by Aston Martin commissioning service at its best
  • Exclusive clubhouse - Aston Martin Club 1913 – will showcase Valhalla via the latest innovative VR technology, alongside some of the marque’s most exciting cars
  • Test drives of the world’s first super tourer, DB12, and the critically acclaimed DBX707 – the world’s most powerful ultra-luxury SUV, will be offered throughout the event


Tuesday 08 August 2023, Gaydon, Warwickshire, UK: As celebrations continue to mark the 110th anniversary of Aston Martin, the British ultra-luxury brand is set to bring the intensity to the prestigious Monterey Car Week, which takes place from Friday, 18 August to Sunday, 20 August. This year's Pebble Beach event promises to be one of the most memorable yet, with a world-first debut of a new model, and the first appearance in North America for the recently launched Aston Martin Valour.

Valour represents the ultimate in undiluted and visceral driving experiences. It is the only front-engine V12 sports car available with a manual transmission, much to the delight of automotive purists, and boasts a thrilling end-of-an-era specification. This spectacular new special edition will be displayed at Aston Martin Club 1913 whilst the The Quail, A Motorsports Gathering on Friday, 18 August will play host the yet-to-be-revealed new model and the world’s most powerful SUV, DBX707, before both cars move to the brand’s luxury destination at Pebble Beach for the weekend.

DBX707 is an SUV like no other. One which elevates Aston Martin to the pinnacle of the segment with a unique combination of blistering performance, supreme dynamics, unmistakable style and absolute luxury – an SUV with sports car like feel. Engineered with an abundance of character and compelling capability, DBX707 is the ultimate SUV in every respect.

Aston Martin Club 1913 returns to provide exclusive clubhouse hospitality to invited guests along the 18th fairway of the Pebble Beach Golf Links, delivering outstanding views over the world’s most prestigious vintage car event and a panoramic vista of Stillwater Cove. In addition to ultra-luxury hospitality, the club will feature a display of some of the most exciting new Aston Martin examples, including Valour, DB12, DBX707 and the AMR23 F1® car.

The world’s first super tourer, DB12 is the first of Aston Martin’s next generation of sports cars to be launched. Delivering a quantum shift in sporting character and dynamic capability, this is a new generation of the legendary DB bloodline and defines its own new category. Combining a scintillating driving experience with exceptional refinement, state-of-the-art technology and indulgent luxury, the DB12 demanded a new definition as the world’s first super tourer.

A special Q by Aston Martin studio has also been built at Aston Martin Club 1913, where customers can immerse themselves in the world of bespoke with the brand’s specialists to create an Aston Martin that is completely unique to them. The Aston Martin team will also be offering exclusive test drives in the brand-new Aston Martin DB12 and the critically-acclaimed DBX707 – the world’s fastest ultra-luxury SUV.

Aston Martin Club 1913 guests will also be the first to experience the new Aston Martin Valhalla VR Experience, created to provide an incredible specification environment for owners of the sensational Aston Martin Valhalla, the brand’s first hybrid supercar.

The engineering focus of the pulse-pounding Valhalla has been to create an immersive, uninterrupted connection between the driver and the car. This complete driver-centric experience starts at the specification stage, thanks to the Valhalla VR Experience, developed with Zerolight, powered by CloudXR technology from Nvidia.

Once wearing the fully wireless VR headset, customers can view a highly detailed digital twin of their Valhalla in an immersive 3D world. As the first automotive brand to deploy this CloudXR technology, Aston Martin’s Valhalla customers can choose the exact specification of the interior of their vehicle whilst virtually sitting inside it, then chose the exterior specification as they walk around the car.

Renato Bisignani, Head of Global Marketing and Communications at Aston Martin said: “Pebble Beach is always one of our most important events of the year, but this year its holds even more significance for Aston Martin, as we celebrate our 110th anniversary with a showcase of breathtaking new models, including a world premiere.

“As well as celebrating new entrants to our stunning portfolio, we are also pushing the boundaries of digital technology to provide a glimpse into our future. Through an immersive VR experience we will bring customers virtually inside the cockpit of Valhalla, getting the best understanding yet of this unique, driver-focused, elite performance car.”

The brand’s historic 110th anniversary continues to be celebrated throughout a monumental year. Aston Martin have already unleashed the first of its much-anticipated next generation of sports cars, DB12 to a glowing reception and unveiled Valour; an exclusive model strictly limited to 110 examples designed to celebrate not only the anniversary milestone, but to deliver the most additive and purest of driving experiences.