Aston Martin’s DBX has taken a prominent role in the second season of the Paramount+ series MobLand, where it appears as the vehicle driven by Harry Da Souza, played by Tom Hardy. The partnership places the marque’s luxury SUV inside a contemporary drama rather than a traditional automotive campaign.
The car also appeared at the season premiere in London and has been used in promotional activity around the launch. Aston Martin extended the collaboration to Monza, where a DBX carrying the show’s “Chaos Reigns” line completed demonstration laps during the Italian Grand Prix weekend.
The DBX brings performance-car character to an SUV
Aston Martin positions DBX as a performance-led luxury SUV rather than simply a larger practical model within the range. The latest DBX S uses a 4.0-litre twin-turbocharged V8 producing 727PS and incorporates technology transferred from the Valhalla supercar programme.
That performance matters because many buyers want one car to handle airport transfers, long-distance road travel and more demanding driving. The SUV format provides luggage space and easier access without requiring the owner to give up the dynamic identity associated with the brand.
Screen appearances reinforce a particular kind of luxury
Cars have long played a role in shaping the visual identity of film and television characters. A model chosen for a central figure communicates status, attitude and capability before the character says anything about the vehicle itself.
In MobLand, the DBX is used to support a character defined by control under pressure. That association is clearly useful to Aston Martin because it emphasises composure and performance rather than treating the vehicle as a decorative prop.
The campaign extends beyond the television screen
Aston Martin has connected the series with real-world events, including the London premiere and Monza track activity. This creates a broader campaign where audiences encounter the car through entertainment, motorsport and physical appearances.
Luxury brands increasingly use this type of cross-platform storytelling because conventional advertising can struggle to communicate atmosphere. A recognisable car in a strong narrative can create a more durable impression than a short standalone advert.
Luxury SUVs fit the practical side of yacht ownership
For yacht owners, a high-performance SUV can be one of the most useful cars in the garage. It can carry luggage, watersports equipment and passengers between home, airport and marina while remaining comfortable enough for long road transfers.
The DBX therefore belongs naturally in LYG Lifestyle even without its television role. MobLand simply gives the model another cultural context, while the underlying appeal remains the combination of performance, space and discreet everyday usability.
