Aston Martin launches new online configurator

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Aston Martin has launched a new online vehicle configurator. It replaces the brand’s rather dated system, adding a smoother interface, faster load times and modern software, thanks to some help from gaming companies such as NVIDIA and Epic.

The new configurator also allows users to view a host of model year updates Aston Martin will introduce for its 2022 plate cars. The British brand’s revisions include everything from subtle styling tweaks to improved performance and further optional extras.

We’ll start with the DB11. Its entry-level 4.0-litre V8 engine now has an extra 18kW, taking output to 394kW and increasing top speed to 309km/h. The DB11 can also now be fitted with optional “Sports Plus” seats, which have extra support for the shoulders and legs, while the V12 model has dropped the “AMR” badge off it’s nameplate.

Aston Martin’s range-topping DBS Superleggera has been renamed to just “DBS,” and there’s a choice of new alloy wheel designs across the line-up. The Vantage and DBS get new 21-inch wheels, while the DBX SUV can be specified with new 23-inch wheels.

In addition, Aston Martin has introduced a new series of interior trim packages called Inspire, Accelerate and Create. The first option was designed with luxury in mind, giving buyers perforated leather seats, various embellishments and contrasting stitching. There’s also a choice of 38 different upholstery finishes.

The Accelerate trim is a little more sporty, adding bucket seats, Alcantara upholstery and a range of 10 colour options. As the name suggests, the Create trim is aimed at buyers who want a more customised cabin, offering a different range of 10 colour combinations and a dedicated range of trim and embellishments.

Aston Martin’s new configurator is powered by Epic’s Unreal gaming engine and allows users to view their configurations in a choice of 3D environments, such as studio backdrops or real world locations. Users can also now zoom in on each car’s finer details.

The web application was also improved to meet increased demand. Aston Martin noticed an increase in traffic that coincided with the launch of the DBX SUV and the start of 2021 Formula One season, in which a Vantage features as the official safety car.

Aston Martin’s Chief Executive Officer, Tobias Moers, commented on the new configurator, saying: “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 one 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.”

Luke Wilkinson

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