Aston Martin Launches Groundbreaking Online Configurator in F1 Pit Garage Environment

Aston Martin’s All-New Online Configurator Takes You to the F1 Pit Garage

Aston Martin has introduced a unique online configurator that allows customers, fans, and dealers to spec their dream car in the high-performance setting of a Formula 1® pit garage. This is the first time any automaker has launched such an environment, providing users with a one-of-a-kind experience.

Design Your Perfect Aston Martin in a World-First Virtual Environment

With the launch of this groundbreaking configurator, Aston Martin customers and fans can now select any of the brand’s stunning products and create their personalized version within the dynamic backdrop of a pit garage.

Awe-Inspiring Backdrop for Design Inspiration

The new online environment displays the AMR23 challenger, Aston Martin’s F1® car, in Ultra High Definition detail. Users can take inspiration from the pinnacle of motorsport engineering and design and incorporate those elements into their own bespoke Aston Martin.

Virtual Test Drive and Personalised Brochure

Once the perfect Aston Martin is designed, users can download a personalized brochure of their configuration, share their favorite versions on social media, and choose to book a test drive at any time during the process.

Celebrating Aston Martin’s 110th Anniversary with Brooklands Circuit

The configurator also celebrates Aston Martin’s 110th anniversary by allowing users to experience its racing pedigree past and present through an additional virtual environment of the historic Brooklands circuit, where the brand had its early forays into racing.

F1® Synergy Between Track and Road

With 90% of Aston Martin’s customers being passionate about Formula 1®, the online configurator creates further synergies between track and road, allowing users to spec all of Aston Martin’s models within the Aston Martin Aramco Cognizant Formula One™ Team pit garage.

Luxury Digital Experiences for Aston Martin Customers

Aston Martin is committed to delivering luxury digital experiences for its customers, with more than half of its customers using the digital tool during their purchase journey. The brand aims to expand its offering and develop unique features to inspire and excite its customers further.