Aston Martin launches new online configurator and reveals 22MY updates


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

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

Aston Martin appreciates the value and the luxury of time, so 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 that offers greater flexibility and 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, which includes unique options and an extensive selection of paints, leathers and alcantaras.

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, which can then be viewed in a cinematic video that clearly shows the full exterior and interior specification chosen.  A choice of beautiful backdrops, from a studio environment to real locations helps customers visualise their perfect car. This new, streamlined customer journey can even pick up the exact specification of a car that a customer has seen in an advertisement, recreating the exact look of the selected car.

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 and 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, share their favourite configurations to social media and also choose to book a test drive at any point in the process.


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