Aston Martin welcomes a new configurator and takes the opportunity to make changes to its range

Project Horizon is the name of the roadmap that Aston Martin has drawn up to give the brand a fresher, rejuvenated image, in short to reach a younger customer and, as part of this strategy, Aston Martin will launch in the coming days through its website a new configurator that will allow both customers and fans of the brand to create their own Aston Martin in a unique and special way.

In 2020 the Aston Martin configurator recorded more than two million sessions, a figure that is expected to rise considerably in 2021, all the more so considering the brand’s presence in Formula 1, and as you know Aston Martin is present in the pinnacle of motor racing with the Vantage and the DBX, taking turns with Mercedes-AMG as Safety Car and medical car. It was precisely the British brand that was present at the opening race of this season and, on the very day of the race, the DBX configurator recorded the highest daily traffic since its launch in 2019.

The new configurator is based on MHP’s Elastic Content platform, compatible also with EPIC’s Unreal engine and Nvidia RTX on Google Cloud, allowing content to be streamed to mobile devices or other connected devices. This new generation of configurator will also offer a unique visual experience, with which users can browse through all the configuration possibilities and features of the vehicle with a very precise level of detail.

To do so, the new Aston Martin configurator will be based on real 3D high-definition environments which we can change, so that it will help us visualise the vehicle in different places and conditions, and once the vehicle is configured we can zoom in even on the smallest details and then watch it in a cinematic video that will showcase in great detail the entire configuration we have made, both exterior and interior. Even if we have seen a Aston Martin in an advert that we liked, it is possible to select the exact specification, recreating it perfectly.

New features for the Aston Martin range

In addition, taking advantage of the launch of the configurator, Aston Martin has made small changes to its range, starting with the DB11 which, for both the Coupé and Volante bodystyles, now receive a power increase of 25 CV for their 4.0-litre V8 engine block. Torque remains the same, but thanks to the increase in power top speed rises to 310 km/h. In addition, the DB11 can now optionally be fitted with the new “plus” sports seats, which offer support for the shoulders, torso and legs.

Moving on to the Aston Martin Vantage and DBS, both receive new wheel designs in 21-inch size; while the DBX will also introduce new wheels in 23 inches, the “Plus” sports seats and the inductive charging system for smartphones integrated into the infotainment system, allowing the charging status to be viewed from the screen at all times. Finally, common to all Aston Martin models, the interior environments Create, Accelerate and Inspire are introduced, offering combinations of materials, colours and features carefully selected by the brand’s design team.