British automakers Aston Martin and Rolls-Royce will be featured in the "Bond in Motion" exhibit beginning Mar. 21 at the London Film Museum, commemorating the James Bond franchise that has boosted the prestige of many auto brands.
The 1964 Aston Martin DB5 from "Goldeneye" and Goldfinger's Rolls-Royce Phantom III will be among the vehicles on display. For luxury brands focused on touting heritage, recognition by independent museums acts as a rite of passage.
"Such partnerships can have a terrific impact, but not for every brand connected with the James Bond franchise," said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy.
"For example, vodka benefited greatly from the Bond connection," he said. "'Vodka martini, shaken, not stirred' is still remembered by many consumers and had something to do with the boom in vodka consumption.
"Also, Aston Martin benefited from its Bond connection, but the other brands are wasting their money. Aston Martin is still perceived as the original James Bond vehicle. The others are also-rans."
Mr. Ries is not affiliated with the London Film Museum, but agreed to comment as an industry expert.
The London Film Museum did not respond by press deadline.
The world is not enough
The Bond in Motion exhibit will include production art, props and iconic vehicles to give a full sense of the many atmospheres found in Bond films.
Aston Martin has a long and fruitful relationship with the franchise that has stimulated sales and elevated its reputation.
Brand vehicles appear in 10 Bond films, several of which will be at the museum.
Perceived as the the quintessential Bond vehicle after its original appearance as Sir Sean Connery's vehicle in "Goldfinger," the Aston Martin DB5 is acting as the poster car for the exhibit.
London Film Museum's "Bond in Motion" promotion
The Vanquish V12 that had camouflage capabilities in "Die Another Day" will also be on display. The automaker explores the James Bond relationship here.
Vanquish V12 from Die Another Day"
While Aston Martin is known for its gallant position aside James Bond, Rolls-Royce is known for moving around the villains.
Goldfinger's 1936 Rolls-Royce Phantom III will be on display. In the eponymous movie, Goldfinger plots to plunder Fort Knox, using the Phantom to store gold.
Rolls-Royce Phantom III
Several other luxury automakers such as BMW and Bentley will be on display at the museum. The exhibit will be coming from the National Motor Museum, Beaulieu, Britain.
Tomorrow never dies
The audacity and decadence of the James Bond franchise has left a mark on the imaginations of generations of luxury consumers. British brands regularly align themselves with the Bond allure.
For instance, The Dorchester Collection targeted literary and film enthusiasts by transporting guests into a James Bond-like experience following the release of author William Boyd’s newest book “Solo.”
“Breakfast with Bond” at The Dorchester encompassed a book reading and a host of events and activities that may have evoked a Bond-like mood (see story).
Other auto brands have recently been celebrated for their heritage with museum exhibits.
The North Carolina Museum of Art in Raleigh, NC, celebrated German automaker Porsche’s innovations throughout the years with an exhibition that showcased 22 quintessential models.
The “Porsche by Design: Seducing Speed” exhibition gave visitors a well-researched look at Porsche’s origins and its development. Teaming rare Porsche models with comprehensive multimedia displays likely brought together car enthusiasts and history buffs (see story).
"[Brand exhibits] generate a few new customers," Mr. Ries said. "But, in general, museum exhibits do not draw the huge crowds that might attend sporting events or movies.
"So depending on the cost involved, a company may not be getting its money's worth on a museum exhibit," he said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York