Aston Martin has launched a new online configurator that uses a video game-based platform to make the selection process somewhat more enjoyable; and to coincide with this, the British carmaker has also announced a series of model-year upgrades across its range of sports cars.
Key among these is an engine upgrade for the V8-powered versions of the BD11 grand tourer. The AMG-sourced 4-litre twin-turbo unit is now tuned to produce 393 kW, which is an improvement of 18 kW. The increased engine power is delivered at higher engine speeds by sustaining torque throughout the engine speed range. In addition to that, the DB11 as well as the DBX SUV are now available with optional Sports Plus Seats, which offer more support for the shoulders, thorax and legs.
Furthermore, the Vantage and DBS are now available with new 21-inch wheel designs, while DBX customers can opt for new 23-inch rims.
Although customers can create a truly bespoke vehicle on the new configurator, Aston Martin is also offering the option of a more simplified experience through a trio of interior trim themes, called Create, Accelerate and Inspire. These offer combinations of colours, materials and features that have been carefully curated by the design team.
Created in conjunction with MHP, the new configurator is powered by Epic Games’ Unreal Engine as well as NVIDIA RTX on Google Cloud. It offers immersive 3D Ultra High Definition environments, with the ability to zoom in on the finer details of the car, and customers can also view the car in a cinematic video that clearly shows the exterior and interior specification chosen.
“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,” says Aston Martin CEO Tobias Moers. “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.”
The first phase of the new configurator is now live, and further enhancements have been promised for the coming months. You can see a preview of it in the video below.