Baby 007: Internet reacts to Aston Martin rolling out luxury prams

British luxury carmaker Aston Martin may be synonymous with high-end sports cars and James Bond’s automobile of choice, but they’ve now entered into a partnership which few could have predicted. The brand is getting in on the baby action.  

Specifically, they have teamed up with baby brand “egg” to create designer baby strollers. 

We knew that the Amazon-led James Bond franchise was looking for a younger actor to play the next 007, but this is taking it a bit far...

The new line, set to be released in the UK and other select international markets at the end of 2025, includes a deep racing-green model, as well as a grey and white version with herringbone fabric and leather trims reminiscent of the brand’s classic interiors. All have raised logo detailing. No news on horsepower. 

Speaking about the surprising collaboration, Stefano Saporetti, director of brand diversification at Aston Martin, said: "This collaboration with egg® represents a perfect synergy, extending the very essence of Aston Martin into a new chapter of our customers' lives.” 

"Just like the Aston Martin DBX brought performance and versatility to family travel, the new stroller will offer parents a stylish, functional and high-quality option delivering the Aston Martin experience to the full family." 

So, how much will a bespoke Aston Martin egg3® stroller set you back?  

No prices have been announced, but egg strollers retail at around £650 (€750), so expect them to cost well over €1,500-€2,000. And that’s a conservative estimate for your infant to pretend to be James Bond.

While hardly a new move, as other high-end brands like BMW, Mercedes-Benz and Lamborghini have previously partnered with stroller companies – with the BMW models ranging from €499.95 to €824.95 - the news of Aston Martin’s new venture has melted a few minds online.  

Some thought it was a prank...

Some saw the funny side...  

Others were scarred...

Many called out missed opportunities with regards to branding...

There was some mocking...

And several couldn’t hold back the expletives... 

Others on Instagram wrote “Recession indicator”; “For parents with a taste for materialism”; while others joked that for the prices being thrown about, the stroller should come with valet parking.

One wrote: “starting price $3,999 / down payment of $1,200 / monthly payment $239 / Signed contract 72 months / Interest rate 10.4 % / Paid off amount $25,000 / PSA Don’t have kids.”

So, if you’re done picking up your little bundle of joy’s Chanel diapers, know that you can pre-order the Aston Martin prams this month. The strollers are due to hit the market towards the end of 2025.