Aston Martin launches an all-new configurator

Aston Martin has launched an all-new configurator, designed to elevate the luxury brand’s online digital experience for customers, fans and dealer partners.

Project Horizon

A key component of the brand’s transformation plan “Project Horizon” is the rejuvenation of the customer journey. The new configurator is an important part of that process.

Aston Martin appreciates the value and the luxury of time. The new configurator simplifies the specification process, allowing customers to intuitively create their most desired Aston Martin. New technologies have enabled the brand to remove the mundane and replace it with a pleasurable experience. This offers greater flexibility as well as a level of convenience that is hugely valuable. For customers who wish to create a unique Aston Martin, the configurator also offers a full suite of personalisation. Of course, this includes unique options and an extensive selection of paints, leathers and upholstery.

3D Ultra High Definition

Offering immersive 3D Ultra High Definition environments, the Aston Martin configurator provides customers with the ability to zoom in on the fine details of the car. A cinematic video clearly shows the full exterior and interior specifications chosen. A choice of beautiful backdrops, from a studio environment to real locations also helps customers visualise their perfect car. This new, streamlined customer journey can even pick up the exact specification of a car. A customer can then recreate the exact look of the selected car they might have seen in an advert.

A personalised brochure

The configurator is designed to engage, excite and enable the brand’s customers, wherever they are in the purchase journey. At any point in the online process, they will be able to switch to personal interaction. They will be able to schedule an online session with their local dealer who can assist with their configuration. Customers and fans can download a personalised brochure of their configuration. Of course they can share their favourite configurations via social media. They can also book a test drive at any point in the process.

MHP’s Elastic Content Platform

Developed in partnership with the digitalization experts MHP, the all-new configurator also offers a highly personalised and visual experience. The technology provides the ability to explore all options and custom features at an unprecedented level of detail and in real-time. 

Based on MHP’s Elastic Content Platform, the configurator is a next-generation vehicle configuration solution powered by Epic Games’ Unreal Engine and NVIDIA RTX on Google Cloud. Users can stream content across mobile and other connected devices to take advantage of this cutting-edge experience.

Since the start of the Formula 1^® season, the Aston Martin website has seen very high levels of traffic. On race day at the 2021 season opener Bahrain Grand Prix in March, the website saw the highest daily organic traffic. This traffic was particularly to its configurator since the global launch of DBX in 2019. Every time the Aston Martin Vantage, an Official Safety Car of Formula 1^® or the DBX, an Official Medical Car of Formula 1^® appears on screen, the website sees a spike as fans log in to configure their own Aston Martin.

The full Aston Martin experience

Aston Martin Chief Executive Officer, Tobias Moers said: “We will go above and beyond to deliver perfection to our customers. The experience of buying an Aston Martin should be as pleasurable as owning onein and our new configurator has been created with this in mind. Our customers are very busy people, so it is our job to make the buying process as simple and as enjoyable as possible. This new configurator does that. Like many businesses, a proportion of our customers switched over to online buying during the pandemic, so we have improved this process to allow remote customers to receive the full Aston Martin experience.”

In 2020, the Aston Martin configurator saw over two million sessions and this number is expected to grow in 2021.

The new Aston Martin configurator can be found at configurator.astonmartin.com. Phase one of the configurator is now live, with further enhancements due in the coming months.