Domino’s Tricked-Out Delivery Vehicle Debuts

The car that took four years to build has a warming oven and the capacity to deliver 80 pizzas.

October 26, 2015

ANN ARBOR, Mich. – Pizza delivery just got a little snazzier. Domino’s Pizza has unveiled its new delivery vehicle, a Chevrolet Spark with a single seat for the driver and a warming oven. Called the DXP, the car can hold up to 80 pizzas, two-liter soda bottles, dipping sauces and sides, Advertising Age reports. A puddle light shines the company logo on the ground, just in case someone missed the vehicle’s signage.

Local Motors perfected the car’s design elements via a crowdsourcing competition, while Roush Enterprises put all the pieces together. As the lead agency for Domino’s, Crispin Porter + Bogusky had a hand in pulling together the exterior design and car topper.

Currently, Domino’s plans to have 100 branded cars on the streets in Seattle, San Diego, New Orleans, Houston, Detroit and Boston. “People want their pizza to be as hot and fresh out of the oven as possible,” said Matt Talbot, CP+B executive creative director. “The DXP, with its built-in warming oven, can deliver on that better than any vehicle before it. The other compartments in the vehicle also mean that any drinks, sides and sauces will make it safely to your front door as well.”

It took Domino’s four years to make the thoroughly tested DXP. “That includes flammability testing, cold weather testing, rain testing and excessive-use, including 10,000 cycles of opening and closing the warming oven door,” said Talbot.

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