Aston Martin sold 4,150 cars last year, but the luxury automaker said its configurator served up more than two million specification sessions. Going with the overwhelming numbers, for 2022 Aston Martin has focused on “the customer journey” for imminent and aspirational buyers by rolling out a new and highly featured configurator. At last, the firm greets potential customers and the merely curious with the kind of luxury one expects of the brand. This is especially important for a company working through its Project Horizon turnaround, and also because, as the official Safety Car and Medical Car sponsor of Formula 1, traffic to Aston Martin’s web site spikes every time its Vantage and DBX are called out on track during races.
The configurator’s been built using Epic Game’s Unreal engine, a digital creation tool building portals for everything from real estate to fashion, supplemented by Nvidia GTX graphics. In the present Phase One, visitors can place their chosen model in studio or outdoor environments, with daytime or nighttime lighting, and get high-res, zoomed-in beauty shots of their their vehicle details. Yet while Aston Martin poured new features into the configurator, it has reorganized and simplified the site’s use. For instance, individual elements such as exterior paint are broken into six color groupings like Blacks & Greys and Bronzes & Oranges, providing users a glimpse at the range of hues on offer without overwhelming them into analysis paralysis.
The surfeit of choice carries on inside, naturally — there are eleven carpet colors on offer and 12 shades of headliner. The simplifying rationalization carries on in the cabin, too, with three themes available to establish a quick baseline for personalization. The starter theme is called Create, showcasing ornate stitching on the seat bolsters, perforated, patterned seatbacks, door cards, and arm rest. Next up is Accelerate, which “will appeal to customers who wish for a more focused interior.” This one puts Alcantara all over, notably on the entire seat faces and bolsters, with leather trimming the seat sides and headrests. Create and Accelerate can be had in ten colors in monotone and duotone arrangements. Inspire, the topmost theme and “the epitome of luxury,” can be had in 38 colors and in monotone, duotone, and light duotone. This one comes with “the very best of material and color choices,” even more ornate stitching and broguing, trim inlays, and — get this — seatback veneers for anyone diminutive enough to curl into the back seat of one of the coupes to enjoy them.
As to the objects of configuration, Aston Martin has made a few tweaks to next year’s lineup. The DBX, which has provided half of the company’s sales so far this year, adds wireless charging and a new 23-inch wheel. The coupe formerly known as the DBS Superleggera becomes just DBS, and the V12 DB11 AMR sheds its AMR suffix, but nothing else. The 4.0-liter twin-turbo V8 in the DB11 gets a 24-horsepower boost to 527 hp, and a higher 192-mph top speed. Drivers intending to use all of that puissance should option the new Sport Plus Seats which provide more shoulder, torso, and leg support. Finally, the DBS and DB11 can be had with new 21-inch wheel designs.
The configurator is live now and has reported for service. Enjoy.