Aston Martin has launched the most ambitious update to its online configurator since its launch four years ago, raising the digital buyer experience to a new premium standard. The configurator—the gateway to the brand—combines usability improvements, higher image quality and a more immersive feel, the result of research and user testing.
Upon opening, it offers a coherent view of the range and allows the user to choose the image of the model with which to begin customisation. Vehicle statistics have gained prominence: they appear below the images of the car in a more visible format, making it easier to compare specifications during configuration.
Graphic quality is a key advancement. Rendered images show brighter, more reflective paintwork thanks to animated previews that respond to different lighting schemes. Colour thumbnails have been enlarged and redesigned with graphics that accentuate the three-dimensional qualities of the paintwork as you scroll across the bodywork, making nuances and textures more noticeable.
In addition to the usual rendered backgrounds, the configurator incorporates a new Gaydon environment inspired by the atrium of the Warwickshire headquarters. This setting allows the vehicle to be viewed in an iconic setting that has hosted road, racing, concept and classic models, providing a more authentic feel for the final product.
On desktop, the vertical navigation bar has been replaced by a horizontal one that frees up space for the car image; it can be expanded or collapsed as needed. As the customer progresses, the main options are displayed in enlarged, more accurate views that highlight the differences between finishes, wheels, interiors and optional packages.
The revamped design language and graphic representations seek to streamline the purchasing process: interactions are clearer and visual responses help to make choices informed and quick. As a result, the configurator serves as a showcase for recent and upcoming models, including the Aston Martin Vanquish Volante, the DBX S and the future Valhalla.
Colours and materials are reproduced with greater fidelity: shades such as Apex Grey and Podium Green are displayed with clarity, and surfaces — carbon fibre, leather and titanium — reflect textures and sheens with realism. The aim is to convey the quality of Aston Martin’s design, engineering and craftsmanship in the digital environment, bringing the physical experience closer to the remote customer.
The update is the result of a joint effort between the digital team and the brand’s design studio, which have prioritised a vivid, responsive and inspiring experience. The sum of the changes—from the layout of the interface to advances in rendering and environments—reinforces the emotional connection between customer and product before visiting the dealership or making a purchase.
‘Our configurator is an integral part of the modern Aston Martin customer experience,’ said Alex Long, Aston Martin’s global marketing director. “Our digital team has worked closely with Aston Martin’s design studio to create a vivid, responsive and inspiring experience. It is essential for us that the quality and richness of Aston Martin’s design, engineering and craftsmanship are faithfully conveyed to potential customers.”
Taken together, this update positions the configurator as a key tool in the brand’s ecosystem: it reflects its aesthetic and technical values, optimises buyer decision-making and presents models and finishes with maximum fidelity.
The experience on mobiles and tablets has also been optimised, maintaining visual consistency and touch interactivity. In addition, it allows configurations to be shared and options to be saved for later review, with locally downloadable options.
