The 2023 Formula 1 season has begun and the Aston Martin Aramco Cognizant Formula One Team has secured a podium at the Bahrain Grand Prix at the hands of Fernando Alonso. Following this momentous achievement, Aston Martin has launched a new online configurator which shows customer cars configured side-by-side with the winning F1 car.
Aston Martin’s new online configurator allows customers (and fans) to design their dream DBX707 in the high-performance garage setting of the Aston Martin Aramco Cognizant Formula One Team – a world first for any automaker. Customers, dealer partners and fans can now experience the creation of a bespoke hot SUV in the environment of a Formula 1 garage.
The new digital environment showcases Aston Martin’s AMR23 Formula 1 car in the garage, giving users the chance to draw inspiration from the pinnacle of motorsport engineering and design when creating their own unique Aston Martin .
The online configurator also displays the Gulf Air Bahrain Grand Prix third place trophy in ultra high definition 3D, allowing users to zoom in and explore every detail.
It should be noted that the revamped online configurator can also build any other Aston Martin, including the recently unveiled DBS 770 Ultimate.
Customers and fans can also upload a personalized brochure of their unique setup, share their favorite designs on social media, and book a test drive at any point in the process. The configurator also celebrates Aston Martin’s 110th anniversary by providing an additional virtual environment of the historic Brooklands circuit, site of the brand’s first forays into racing.
Renato Bisignani, head of global marketing and communications at Aston Martin, said their research revealed that 90% of their customers are passionate about Formula 1. He believes the new configurator will create new synergies between track and road. , allowing customers to specify everything. Aston Martin models from the pit garage.
“Our configurator has always been designed to engage, excite and inspire, with more than half of our customers now using this digital tool during their buying journey. We are therefore committed to further expanding its offer and developing functionalities unique as part of our goal to deliver luxury digital experiences to our customers,” commented Bisignani.