DeLorean, the iconic car brand immortalised by “Back to the Future,” is launching its first new model in over four decades, the Alpha5, with “Star Trek” legend Sir Patrick Stewart headlining a cinematic new campaign.
Sir Patrick Stewart, celebrated for his role as Captain Jean-Luc Picard, is the face of the promotional efforts for the Alpha5. This marks a significant step for the DeLorean brand, famed for its gullwing doors and stainless steel body, as it re-enters the automotive world with a futuristic electric vehicle (EV).
While the brand previously enjoyed viral success with its “Time Capsule” commercial that reunited DeLorean with “Back to the Future” star Christopher Lloyd, this new campaign focuses on Stewart to build awareness of DeLorean’s innovative vehicle reservations approach.
The new ad, in which Stewart reportedly plays himself, pays homage to the sci-fi genre and the characters that made him a global icon. It aims to highlight DeLorean’s new digital marketplace where customers can buy, sell, or upgrade their limited-edition Alpha5 build slots. The authenticity of these slots will be digitally verified via blockchain technology, though DeLorean emphasises the platform is designed for car enthusiasts and film buffs, not specifically for cryptocurrency traders. They don’t dare mention NFT.
DeLorean’s Chief Brand Officer, Cameron Wynne, stated,
Innovation has always been in DeLorean’s DNA. We’re not just revisiting nostalgia—we’re rewriting the future of how vehicles are bought, reserved, and owned.”
The Alpha5 marks DeLorean’s first vehicle production since 1983. The original car became a pop culture phenomenon, resonating with millions worldwide and appearing in various media, including Lego sets, Hot Wheels toys, video games, and films like “Ready Player One” and “Fast X.”
A teaser for the new DeLorean, expected in 2025, hints at an evolution of automotive science, suggesting a “new frontier” for the iconic brand and even shows a tongue-in-cheek targeting sequence set on Mars. The teaser concludes with the DeLorean logo and a link to their marketplace.
With Sir Patrick Stewart leading this new chapter, DeLorean aims to connect its storied past with a digital future, positioning the Alpha5 launch as more than just a car release but a significant pop culture event. Let’s see if they succeed.
