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At least for the Pierce Brosnan films the cars definitely were product placement. There was a lot of news when BMW bought Bond into their cars instead of Astin Martins and the last three Bond movies introduced new models.
When the Z3 was introduced in Golden Eye it was viewed as one of the most successful product placement campaigns of all time. Bond paid more than $3 million to get Bond into a Z3 and then the movie was used heavily in the promotion of the new model.
Tomorrow Never Dies introduced the 750i as well as a BMW motorcycle and The World is Not Enough introduced the Z8.
Ford paid $14 million to get their new Mondeo into this Bond movie (according to Forbes though other articles say 14 million pounds which would be considerably more than $14 million).
Now, product placement doesn't really bother me, but the cars (at least the Ford ones) definitely are product placement.
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