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Aston Martin brings out VR tech, Valour and all-new model to celebrate 110th anniversary. Image by Aston Martin.

Aston Martin brings out VR tech, Valour and all-new model to celebrate 110th anniversary
The British luxury manufacturer is showcasing the Valour at Pebble Beach, while the Valhalla will be there in VR form.
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What's all this about?

Aston Martin’s 110th anniversary celebrations continue to Monterey Car Week, which runs from Friday, August 18, to Sunday, August 20. At the famous Pebble Beach event, the British brand is promising to show off an all-new model, alongside the Valour sports car, the new DB12 and the DBX707 SUV. The company is also bringing the Valhalla hypercar to customers through a VR experience.

What new model?

Aston Martin has been tight-lipped about the new car, which it describes simply as a world-first new model. The car will be hosted at The Quail, a Motorsports Gathering on Friday, August 18, where it will be displayed alongside the DBX707. The two cars will then move to the Aston Martin “luxury destination” at Pebble Beach for the weekend.

Sounds intriguing… What else is happening that weekend?

Not only will Aston Martin show off the new car, but it’ll also give the Valour its first appearance in North America when it goes on display at the Aston Martin Club 1913 – the brand’s exclusive clubhouse. Situated on the fairway of the Pebble Beach Golf Links’ 18th hole, the ultra-luxury hospitality club will feature a display of Aston Martin’s latest products, including the Valour, the DB12, the DBX707 and the AMR23 F1 car.

The club will also have a special Q by Aston Martin studio, where customers can “immerse themselves in the world of bespoke with the brand’s specialists” to create their own car. The company will offer test drives of the new DB12, too.

What’s all this about VR then?

Ah, yes. Aston Martin has also created a new Valhalla VR Experience, which allows customers to experience the car through a VR headset. Once wearing the headgear, customers can view a “highly detailed digital twin of their Valhalla” in an “immersive 3D world”. In that universe, Aston Martin’s Valhalla customers can choose the exact specification of the interior of their vehicle while virtually ‘sitting’ inside it, then they can choose the exterior specification as they walk around the car.

What does Aston have to say about all this?

“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,” said Aston’s head of global marketing and communications, Renato Bisignani. “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.”

James Fossdyke - 8 Aug 2023

2023 Aston Martin Pebble Beach. Image by Aston Martin.2023 Aston Martin Pebble Beach. Image by Aston Martin.2023 Aston Martin Pebble Beach. Image by Aston Martin.2023 Aston Martin Pebble Beach. Image by Aston Martin.2023 Aston Martin Pebble Beach. Image by Aston Martin.    - Aston Martin road tests
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