Aston Martin reveals first racing simulator

The AMR-C01 is designed to provide a fully immersive driving experience for the home user.
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Updated 15 September 2020

Aston Martin reveals first racing simulator

Aston Martin has revealed the AMR-C01 racing simulator, a luxury home simulator for drivers who want to compete in the virtual or the real world and the first of its kind to be offered by the British marque.

Simulated (sim) racing is virtual car racing that lets users experience what it is like to go racing from the comforts of their own home.

The AMR-C01 is the first product to be borne of a new partnership between Aston Martin and British technology company Curv Racing Simulators.

Designed by Aston Martin and engineered by Curv, the AMR-C01 has a lightweight carbon fiber monocoque and utilizes the latest technology to provide a fully immersive driving experience for the home user. The seating position mirrors that of the Aston Martin Valkyrie, adding a futuristic hypercar feel to the simulator. Hand-assembled by Curv, using the highest quality components and latest Assetto Corsa software, the AMR-C01 is ready to transport its users into the thrilling virtual racing world.

Marek Reichman, Aston Martin chief creative officer, said: “This was a challenge for the design team as, although the simulator isn’t a car, it is inspired by our racing cars. It needed to exude the same elegance, boasting the same dynamic lines and balance of proportions as any Aston Martin with a racing lineage. I can picture the AMR-C01 in the most beautiful of residences as a sculptural work of art in its own right.”

eSports racing has enjoyed exponential growth even when the world’s racing calendars were put on hold in 2020 and continues to thrive now that real-life racing has resumed. The AMR-C01 is the perfect choice for those who enjoy the virtual world of competitive eSports and also for dedicated racing drivers who want to hone their skills before their next race.

The AMR-C01 will make a stylish addition to any luxury games room. The look of the simulator is unique, thanks to the work of the Aston Martin Design team based at the company’s Gaydon headquarters. Crafted in carbon fiber, the front of the sim’s bodywork is shaped to invoke the signature Aston Martin Racing grille. The AMR-C01 has a powerful-looking stance but at the same time keeps the level of refinement and surface quality and finish that customers expect from any Aston Martin. The all-carbon fiber monocoque provides a rigid structure, the design of which also adds to the sporting look of the simulator.

Curv Racing Simulators is led by Aston Martin works driver Darren Turner, who is a simulator specialist with over 20 years’ experience in cutting-edge Formula 1 simulation.


PepsiCo & SFA launch movement for athletic lifestyle

Updated 20 September 2020

PepsiCo & SFA launch movement for athletic lifestyle

The Saudi Sports for All Federation (SFA) and PepsiCo have announced a partnership that aims to make sports more accessible, facilitating a better quality and balanced lifestyle for people of all ages and abilities in the Kingdom. The 2-year collaboration will see both partners work toward achieving the nation’s goal of increasing participation in weekly sports by 40 percent by 2030.

Four key pillars — Endorse, Promote, Enable and Activate — are at the core of the partnership, in which PepsiCo endorses the SFA’s program of sports activities through an integrated, impactful marketing and communications campaign. This endorsement is centered on “Harek,” a new movement revealed on Sunday, which is being spearheaded by PepsiCo in collaboration with the SFA to encourage a more active lifestyle and participation in SFA events.

Harek, which means “move,” has been designed with its own identity and characterizes key principles of inclusivity, longevity, inspiring action, and is rooted in local culture.

Both partners will unite to promote key events including Family Activity Days, Neighborhood League Football, and virtual fitness activity as more people are now exercising at home. The partnership has enlisted PepsiCo’s support as the “beverage and nutrition partner” at SFA-selected events, anchored around brands such as Aquafina and Quaker Oats. 

The partnership was marked on Sunday with a signing event attended by President of SFA Prince Khaled bin Alwaleed bin Talal, and officiated by Managing Director of SFA Shaima Saleh Al-Husseini, alongside Tamer Mosalam, Gulf and Levant foods vice president and business unit general manager at PepsiCo.

“This partnership is a great example of how the government is working with the private sector to encourage widespread participation in sports and athletic activities,” said Al-Husseini. “This is not just a step, but a leap in the right direction, setting the pace for the adoption of healthier habits.”

“By working hand-in-hand with the SFA, PepsiCo looks forward to getting Saudi citizens and residents engaged in a wide variety of sport and leisure pursuits, and help the Kingdom pursue its ambition of being among the leaders in selected sports regionally and globally,” said Mosalam.