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A car is never just a car. |
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Automobiles are motion, freedom, desire: emblems of status and dreaming. Beautifully designed symbols of speed and stillness, all at once. |
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Few industries balance heritage and forward-thinking innovation the way automotive does–and few audiences demand more. Rightfully so: a car is one of the most expensive purchases most consumers will make, second only to a home. |
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With Monterey Car Week underway, this special Automotive Edition of The Pulse is our love letter to the legends, tastemakers, and visionaries steering the industry forward. |
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As Lamborghini’s Agency of Record for Experiential in the U.S., we’ve had the privilege of helping shape the way audiences experience one of the most iconic names in automotive history–from global unveilings to Pebble Beach collector moments to drive programs designed to stir the soul. |
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Read on for our roundup of all things auto and Monterey Car Week: bold debuts, next-gen luxury collaborations, and cultural moments that show how the world of automotive continues to fuel our collective imagination. |
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| Pulse Check: BMF’s Guide To Monterey Car Week |
| Like Art Basel or Coachella, Monterey Car Week has become a cultural tentpole that goes beyond cars – drawing a high-net-worth, style-savvy crowd. Our 2025 roundup spotlights the key stages, brand moments, and must-see showcases that make it one of the most prestigious (and brandable) weeks of the year. ➔ |
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| BMF Connects With Jeff Hamilton |
| BMF founding partner Brian Feit sat down with legendary designer Jeff Hamilton ahead of Monterey Car Week to talk about cars, culture, and craftsmanship. Known for his iconic NASCAR jackets, Jeff reflects on how motorsport shaped his style, why authenticity matters, and how he’s still creating timeless pieces for today’s luxury auto world. ➔ |
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The New + The NoteworthyEverything Worth Doing/Seeing/Getting/Booking |
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| | The biggest week in automotive shifts into high gear as Monterey Car Week returns to California’s iconic coastline. From historic rallies and vintage showcases to hypercar unveilings and high-profile auctions, it’s a full-throttle celebration of performance, design, and heritage. Across Pebble Beach, Carmel, and beyond, the scene is part showroom, part spectacle–drawing collectors, tastemakers, and car lovers from around the world. Get your tickets here. ➔ |
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| | Loyalty is the new flex in luxury automotive. Today’s high-end auto brands aren’t just selling cars – they’re creating exclusive worlds. BMF client Lamborghini is leading the charge, turning ownership into an immersive lifestyle through curated experiences, insider access, and personalization. From track-side Esperienza driving events to private previews, Lamborghini taps into identity, emotion, and belonging. Learn more about these exclusive drive programs here. ➔ |
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| | BMF client Volvo is redefining the road ahead with Google Gemini-powered in-car AI. Debuting in the 2025 EX90, this next-gen voice assistant lets drivers interact naturally with their vehicle – asking for directions, recommendations, or real-time help without ever looking away from the road. It’s a leap toward smarter, more intuitive driving–and a new benchmark for luxury automotive tech. Learn more here. ➔ |
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| | Looking for the ultimate luxury chauffeur? BMF client St. Regis delivers through its collaboration with Bentley. At select properties, guests can enjoy complimentary rides in a chauffeured Bentley House Car, turning every dinner reservation or gallery hop into a statement arrival. It’s old-world glamour, redefined–because nothing says “I’ve arrived” like arriving in a Bentley. Book your stay to enjoy here. ➔ |
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| | The Rolex Monterey Motorsports Reunion returns August 13-16 at WeatherTech Raceway Laguna Seca. Featuring 500+ historic race cars in true wheel-to-wheel competition, it’s the crown jewel of Car Week for motorsport purists. This year celebrates 75 years of Formula 1–spotlighting everything from vintage Maseratis to modern McLarens, plus VIP access through the Pit Row Champions Club. Get your tickets here. ➔ |
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| | RM Sotheby’s returns to Monterey Car Week August 15-16 with one of the most anticipated auctions of the year. Held at the Monterey Conference Center, this high-stakes sale brings together the rarest collector cars–from pre-war icons to modern supercars–in a setting where adrenaline meets elegance. Two nights of fast paddles, fine cars, and history in motion. Register to bid here. ➔ |
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| | The return of an icon: Scout is back–reviving its legendary off-roader for the EV era. First introduced in the ‘60s, Scout helped pioneer America’s love affair with adventure vehicles. Now, the brand is reemerging with electric SUVs and pickups designed for a new kind of explorer–one who craves the outdoors, but won’t compromise on style. With roots in rugged utility and a vision built for today’s design-savvy driver, Scout is bringing analog spirit to the digital age. Reserve your Scout here. ➔ |
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| | BMF client ELEMIS has teamed up with the Aston Martin Aramco Formula One Team as its official skincare partner–bringing luxury wellness to the fast lane. The collaboration features limited-edition co-branded skincare, trackside “pit-stop” treatments, and mobile spa experiences at marquee races like Monaco. With ambassador Jessica Hawkins championing inclusivity, the partnership reimagines modern motorsport hospitality through the lens of innovation, performance, and self-care. Shop the collection here. ➔ |
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The FrequencyWhat We’re Listening To Now. |
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| | The F1 Movie soundtrack is a must-listen, capturing the intensity and emotion of the racing world with powerful scores and high-energy tracks. Each song immerses listeners in the thrill of the story, making it perfect for both film fans and Formula 1 enthusiasts. Feel the adrenaline like you're on the track here. ➔ |
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| BMF has linked up with Flash GEA (jē), NYC’s breakout DJ and genre-mixing producer with a cult following and a sound that’s lighting up the city’s most iconic rooms. Known for blending big room techno with gritty acid house, @flashgea is the go-to selector for brands, tastemakers, and underground heads alike. For this issue of The Pulse, Flash has curated a playlist, giving you a taste of today’s top racing tracks–listen here. ➔ |
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The DestinationNow Departing... |
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| Photo via Bradley Lembach | Unsplash |
| Heading to Monterey Car Week? Make the drive part of the thrill. California’s Highway 1 delivers coastal views, golden-hour pit stops, and cinematic curves all the way to Monterey. Cruise through Big Sur, Carmel, and Pacific Grove–because when you're en route to the biggest week in cars, the journey should be just as legendary. ➔ |
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That’s Fire By Sir Candle Man 🔥 |
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| BMF tapped fragrance tastemaker Kudzi Chikumbu, aka Sir Candle Man, for our Automotive Edition scent spotlight. This month, we’re burning Swoodish–a collaboration between BMF client Volvo Cars and DS & Durga–a scent that captures the fresh serenity of the Swedish countryside. Swoodish blends the crispness of new car leather with the calming, earthy aroma of birch and pine, evoking the peaceful feeling of driving through lush, green forests. Get your hands on the candle here. ➔ |
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| | Let’s chat about how we can keep your brand in tune with the pulse of culture. |
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The SublimeCreators, Innovators, And Cool $#!+ You Should Know About. |
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| McLaren Project Endurance transforms the 2027 LMDh Le Mans hypercar into an exclusive track‑ready experience, combining a twin‑turbo V6 hybrid with elite engineering, driver coaching, and full pit‑crew support in a two‑year arrive‑and‑drive program that embodies McLaren’s relentless motorsport legacy. Uncompromised by road-to-track development and built to compete at the pinnacle of endurance racing; McLaren's LMDh Hypercar is set to challenge in the FIA World Endurance Championship in 2027. ➔ |
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| | Formula 1 and LEGO have teamed up to bring the excitement of racing to fans of all ages. The collaboration features detailed LEGO sets of all ten F1 teams, interactive pit stop and garage builds, and life‑size activations at select Grands Prix. From podium trophies built from bricks to full‑scale drivable LEGO cars, the partnership blends speed and creativity to make the world of F1 more immersive than ever. Shop the collection here. ➔ |
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| | Level up your car game with the Diptyque Figuier Car Diffuser, turning every drive into a luxurious sensory experience. This sleek accessory clips onto your air vent and fills your ride with the fresh, green scent of Mediterranean fig leaves, earthy bark, and ripe figs which will bring a sophisticated vibe to your daily commute or weekend cruise. With its long-lasting, consistent fragrance, it transforms your car into a stylish sanctuary that elevates your mood and presence on the road. ➔ |
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| | Timothée Chalamet is officially stepping into the driver’s seat–this time as the global brand ambassador for Lucid Motors. The actor and style icon will front campaigns for the luxury EV brand throughout 2025, including the debut of the Lucid Gravity SUV. Known for its minimalist design and sustainable performance, Lucid aligns with Chalamet’s creative sensibility and quiet edge – marking his latest move into the world of future-forward luxury. ➔ |
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| | Formula 1 is turning heads with the unveiling of its 2026 car–a lighter, sharper, and more efficient machine built for a new era of racing. With active aerodynamics and increased electric power, drivers can adjust performance mid-race, making overtakes more about skill than split-second timing. The new look is sleek, the feel is nimble, and the focus is clear: faster, closer, and cleaner competition. Get a closer look at the model here. ➔ |
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| | Supercar Blondie, led by Alexandra Hirschi, is a global force in automotive culture. Based in Dubai, she gives fans a front-row seat to the cars most people only dream about, from one of a kind Bugattis to behind-the-scenes factory tours. Her unmatched access have made her platform a go-to destination for hypercar reveals, design deep-dives, and the wildest concepts on four wheels. See what she’s driving next here. ➔ |
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The Week in ReviewICYMI... |
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Travel You Can Now Book A Rolls-Royce Chauffeur With This Luxe Ride Service ➔ Avis’ New Premium Service Is A VIP Experience With A Personal Concierge—And No Shuttle or Counter Required ➔ How To Plan Your First Trip To A Formula One Race, According To A Travel Advisor Who Loves The Sport ➔ 27 Hotels With Luxury Car Collaborations ➔ Sleep Is The New Status Symbol—And Luxury Travelers Are Taking Note ➔ Need A Burnout Break? Consider An All-Inclusive Resort. ➔
Fashion & Beauty Belgian GP Track Breakdown: Spa’s Iconic Layout Blends F1 Beauty With Danger ➔ 40% of Formula 1 Fans Are Now Female - How 2025 Became A Transformative Year for Motorsport ➔ Anya Taylor-Joy Cosigns The Unexpected Trend Of The Season At The F1 Grand Prix ➔ Nature Is Still Fashion’s Favorite Muse—Fall 2025's Trends Proves It ➔
Entertainment Chalamet Goes Electric: Timothée Chalamet Lands New Role As Global Brand Ambassador For EV Maker Lucid ➔ Patrick Dempsey On The Tag Heuer Carrera Chronosprint: “It’s Hypnotizing” ➔ Designing ‘The Fantastic Four: First Steps’ ➔ Tyler, The Creator’s New Ferrari F40 Stars As A Cameo In His Music Video ➔
Technology Banma CTO On AI's Role In Automotive Technology ➔ How Alpine Uses AI To Design Its Future Cars ➔ Elon Musk Is Putting His Grok AI In Your Tesla ➔ You Can Now Buy Used And Certified Pre-Owned Vehicles On Amazon ➔ Waymo Is Expanding To Dallas. Everything To Know About The Robotaxi ➔
Media Chevrolet Unveils SoCal-Inspired "California Corvette" Concept ➔ Nostalgia Drives 7-Eleven’s Hot Wheels Collaboration ➔ 'Nothing Beats A Jet2 Holiday': Mariah Carey, Jeff Goldblum And More Stars Jump On Trend ➔
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