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
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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.


Cadbury Dairy Milk goes 'Irresistible'


Updated 07 February 2026
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Cadbury Dairy Milk goes 'Irresistible'


Cadbury Dairy Milk is inviting chocolate lovers to discover something new with the launch of Irresistible — a range created to make every bite feel special, elevated and multi-sensory.

The Irresistible range adds generous, indulgent fillings that bring depth, texture, and warmth to every moment. It’s indulgence redefined. A little extra joy. And a reminder that great chocolate should always feel like a treat.

Irresistible Nutty Cream: Simple. Rich. Completely satisfying. Beneath the classic Cadbury Dairy Milk chocolate is a smooth, nutty cream filling that melts beautifully before revealing a gentle crunch. The result is a perfectly balanced bite—creamy, comforting, and quietly indulgent.

Irresistible Sticky Toffee: Inspired by beloved dessert flavors, this variant wraps smooth Dairy Milk chocolate around layers of caramel-flavored crème, soft caramel, and salted toffee pieces. Chewy and deeply comforting, it’s designed to be enjoyed slowly—or shared in moments that matter. 

Available in slices and minis, it brings a little indulgence to any time of day.

Lisa Roberts, head of marketing for the Gulf, Saudi Arabia and developing markets at Mondelez said: “This launch reflects our passion for innovation and our commitment to creating the best experiences for our consumers. With the Irresistible range, we’ve brought together a unique multi-layer, multi-sensory proposition for a more indulgent experience, inviting you to enjoy moments of goodness.”

Every detail of the Irresistible range has been thoughtfully created to deliver a richer chocolate experience. From the generous fillings to the satisfying textures, it’s chocolate made to be savored—not rushed.

With Irresistible, Cadbury Dairy Milk continues to evolve, bringing new ideas to a much-loved classic while staying true to what makes it special. It’s a celebration of flavor, comfort, and the simple pleasure of a great piece of chocolate.

The Cadbury Dairy Milk Irresistible range is now available across the Gulf states.