“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 shape an experience that is vivid, responsive, and inspirational. It’s essential to us that the quality and richness of Aston Martin’s design, engineering and craftsmanship is faithfully rendered to potential customers.”

“At the heart of the new configurator is an enhanced user experience, richer image quality and a more immersive feel overall. These changes are based on extensive user research and testing that has been undertaken to guide the configurator towards its new iteration. From the moment the configurator is opened, it presents a cohesive overview of the Aston Martin product range. Users then select the image of the model they want to start the configuration process. Once selected, the accompanying vehicle statistics are now more prominent, located directly below the cars themselves,” Aston Martin said in the news release.

“In addition to the existing rendered backgrounds, a new Gaydon environment has been created to help showcase the customer’s finalized specification. The stunning atrium entrance hall of Aston Martin’s Warwickshire HQ has played host to Aston Martins of every generation, from road and race cars to concepts and classics.

“On desktop systems, the navigation bar has also been moved from vertical to horizontal, allowing more space for the image of the vehicle. This sidebar can also be expanded or collapsed for a clearer view. As the customer makes their choices, key options are presented via a more accurate and relevant zoomed in view to highlight the difference between the various product selections.

“The newly enhanced configurator streamlines an essential part of the customer journey, with a fresh design language and graphical depictions. It will provide a showcase for the marque’s newest models, including the Aston Martin Vanquish Volante, Aston Martin DBX S, and the forthcoming Aston Martin Valhalla. In addition, paint colors like Apex Grey and Podium Green, are rendered in vivid, crisp detail, as are material surfaces like carbon fiber and titanium,” Aston Martin said.