Aston Martin’s online configurator sets a new standard
Aston Martin’s revamped online configurator: sharper visuals, smarter choices
Aston Martin’s online configurator sets a new standard
Explore Aston Martin’s updated online configurator with crisper imagery, smarter navigation, and animated paint previews for Vanquish Volante and Valhalla.
2025-10-16T16:15:16+03:00
2025-10-16T16:15:16+03:00
2025-10-16T16:15:16+03:00
Aston Martin has unveiled an updated online configurator that, according to the company, sets a new standard for the automotive industry. The platform brings crisper imagery, refreshed navigation, and a more intuitive interface.Key model specifications now appear right on the landing page, while paint visualization is accompanied by animation that shows how a color responds to changing light. New body shades—Apex Grey and Podium Green—join the palette, and materials such as carbon fiber and titanium are rendered with greater fidelity. The ability to judge finishes in shifting light makes the process feel less abstract and more like standing next to the car.The configurator’s backdrop echoes the atrium of Aston Martin’s Gaydon headquarters, grounding the experience in the brand’s home. Among the featured models are the Vanquish Volante, the DBX S, and the forthcoming Valhalla. It’s a thoughtful stage that subtly elevates the whole exercise beyond a simple menu of options.Marketing director Alex Long said the new tool has become a key part of the customer experience, blending aesthetics, technology, and a tailored approach. The configurator helps buyers determine which car best matches their style and preferences—an approach that streamlines decision-making and makes the journey feel personal rather than purely transactional.
Explore Aston Martin’s updated online configurator with crisper imagery, smarter navigation, and animated paint previews for Vanquish Volante and Valhalla.
Michael Powers, Editor
Aston Martin has unveiled an updated online configurator that, according to the company, sets a new standard for the automotive industry. The platform brings crisper imagery, refreshed navigation, and a more intuitive interface.
Key model specifications now appear right on the landing page, while paint visualization is accompanied by animation that shows how a color responds to changing light. New body shades—Apex Grey and Podium Green—join the palette, and materials such as carbon fiber and titanium are rendered with greater fidelity. The ability to judge finishes in shifting light makes the process feel less abstract and more like standing next to the car.
The configurator’s backdrop echoes the atrium of Aston Martin’s Gaydon headquarters, grounding the experience in the brand’s home. Among the featured models are the Vanquish Volante, the DBX S, and the forthcoming Valhalla. It’s a thoughtful stage that subtly elevates the whole exercise beyond a simple menu of options.
Marketing director Alex Long said the new tool has become a key part of the customer experience, blending aesthetics, technology, and a tailored approach. The configurator helps buyers determine which car best matches their style and preferences—an approach that streamlines decision-making and makes the journey feel personal rather than purely transactional.
