(autoinsidernews) - With the newest Bond movie, Casino Royale, opening this weekend in theaters around the world, Ford has taken the opportunity to gloat about its involvement with the film. Of course, the star of Ford's lineup in the film is the Aston Martin DBS, but the automaker didn't miss a chance to get a vehicle from the rest of its British brands, as well as the new Ford Mondeo, reports Trend.
We're delighted to be part of this exciting new Bond project, said Stephen Odell, Ford of Europe vice president, Marketing Sales and Service. On the big screen, the new Mondeo looks impressive and eye-catching, and we're convinced this appearance, although brief, will stimulate early customer interest in the new model
It is expected that in the big bucks world of product placement Ford would want to promote its involvement with the film. But it is also proud of the fact that it beat out Toyota for the right to supply Bond's ride. Apparently, Toyota approached the filmmakers with a multi-million dollar deal to put Bond behind the wheel of Lexus' supercar.
The beauty of Aston Martin is that it's such a natural fit for the character, said Al Uzielli, senior advisor, Ford Global Brand Entertainment and grandson of Henry Ford II.
With Aston Martin up for sale, this could be the last time Ford will get a chance to gloat about providing Bond's signature ride, unless they throw enough cash the filmmakers to get Bond behind the wheel of a Jaguar XKR.