Aston Martin officially announces the new and improved online configurator, marking a further step towards digital by the luxury brand. Also included also new updates to 22MY, which will guarantee interior and exterior design options.
With the new configurator, choose the Aston Martin of your dreams
A further step towards digital for Aston Martin, which announces the launch of a new configurator. This will enhance the brand’s online experience, for both customers and dealers. It is no coincidence that one of the cornerstones of the plan Project Horizon it is the rejuvenation of the customer journey. A process to which the new configurator gives an important impulse. The new configurator simplifies the customization process, allowing customers to more intuitively compose the Aston Martin of their dreams. New technologies allow the brand to remove the superfluous and replace it with a pleasant and more flexible experience. For customers looking for a unique model, the configurator also offers a complete customization suite, with exclusive options and a wide selection of paints, types of leather and Alcantara.
The system allows you to zoom in on the smallest details of the car thanks to 3D in Ultra High Definition. In addition, a selection of selectable backgrounds helps the customer to visualize and contextualize his dream car. This new integrated customer journey is even able to import the exact specification the customer saw in an advertisement. By doing this it is possible to recreate the exact same look of the selected car. During the course of the entire online process, customers can activate personalized interactions. They can also arrange an online session with their local dealer for assistance with setup.
Boom of views on the site since the beginning of F1
Since the start of the Formula 1 season, Aston Martin’s website has seen very high traffic. On the opening race day of the 2021 Bahrain Grand Prix, in March, the configurator on the website achieved the highest daily organic traffic since the day of the world launch of the DBX in 2019. Every time the Aston Martin Vantage, one of the official Formula 1 Safety Cars or the DBX, an official Formula 1 Medical Car, appeared on the screen, there was a spike in access by fans on the site to configure their Aston Martin.
Tobias Moers, Aston Martin CEO, said: “We will do everything to offer our customers nothing but perfection. The shopping experience of an Aston Martin must give the same pleasure as owning one, and our new configurator has been designed with this in mind. Our customers are busy people, so our job is to make the purchase process as simple and pleasant as possible. To this end, the new configurator hits the mark. As happened in many industries during the pandemic, many of our customers have started shopping online, which is why we have refined this process to allow them to fully enjoy the Aston Martin experience. “
In 2020, more than two million sessions were opened on the Aston Martin configurator, a number set to grow in 2021.
Important updates to 22MY across the entire Aston Martin range
The launch of the new configurator saw the announcement, for the first time, of important updates at 22MY. To begin with, the Coupé and Volante models of the DB11, GT have a new and higher maximum power increase of 535 hp. Peak power is boosted to 25 PS (24 BHP, 18 kW), for a new top speed of 309 km / h. This increased engine power is fed, at higher speeds, to sustain torque throughout the rev range. Additionally, the DB11 can now be fitted with optional Sports Plus seats that provide greater shoulder, chest and leg support for both driver and passenger – a set-up befitting a car with a similar level of power and top speed. .
The Super GT flagship of the brand will be called Aston Martin DBS, after the abandonment of the “Superleggera” badge. In addition, the DB11 V12, while retaining its increased power and dynamic suspension, has dropped the “AMR” badge. Two changes implemented to simplify the nomenclature of the range and focus on the offer to the customer. The 22MY Vantage and DBS are now offered with stunning new 21-inch wheels, while the Aston Martin DBX, the brand’s first SUV, is configurable with 23-inch wheels, new Sports Plus seats and wireless charging. For added convenience, the inductive charging system is integrated into the infotainment system, allowing you to view the charge status of the device on the vehicle’s main display.
The Create, Accelerate and Inspire environments
For the 22MY, a new series of interior fittings for this range makes its debut on the configurator. The “Create”, “Accelerate” and “Inspire” environments are available for all Aston Martin vehicles. Each of them highlights a different character to satisfy the most varied tastes of customers.
The “Inspire” environment expresses the utmost in luxury, with a cabin made from the best selection of materials and colors. Among these, the refined semi-aniline leather with delicate perforated workings; seat details include stitching and contrast stitching, for an overall sumptuous and luxurious interior. The “Inspire” environment offers a choice of 38 shades in mono and bicolour combinations to enhance the aesthetics of the interior.
The “Accelerate” environment echoes the dynamic nature of Aston Martin cars offering a more assertive character note. Those looking for a more incisive interior environment will appeal to them, thanks to the one-of-a-kind sports seats with a combination of leather and Alcantara, as well as contrasting color accents. The “Accelerate” environment allows you to choose between a maximum of 10 colors and four complementary Alcantara shades.
Finally, the “Create” environment represents an unmistakable departure for the customer’s configuration journey. Drawing on a careful range of shades and options, this interior trim offers a recognizable aesthetic and design character. The “Create” environment allows you to choose from a maximum of 10 colors in both mono and bicolour combinations.
The new Aston Martin configurator is accessible at this web address.