Aston Martin enhances car configurator with new visuals and user features

Aston Martin introduces a major update to its online configurator, featuring realistic paint effects, new Gaydon environment, and smoother user navigation.

Aston Martin has unveiled a renewed online configurator — a digital platform that goes far beyond choosing paint or trim, turning the process of building a car into an immersive visual journey. It is the most significant update since the tool’s launch four years ago and sets a new benchmark for automotive digital experiences.

The company focused on visual depth and usability. Images now appear sharper and more dynamic, with paint finishes reacting to light through animated previews. Enlarged thumbnails emphasize the three-dimensional qualities of signature shades such as Apex Grey and Podium Green, revealing their texture and brilliance.

The navigation system has also evolved. On desktop devices, menus are arranged horizontally, and the sidebar can be collapsed to give more space to the car image. Customers now see zoomed-in views of selected options — from carbon fibre details to titanium accents — helping them make more informed aesthetic choices.

A new environment joins the configurator: the atrium of Aston Martin’s headquarters in Gaydon, a space that has hosted models from every generation. Now it serves as a digital showcase for the Vanquish Volante, DBX S, and the forthcoming Valhalla.

According to Global Marketing Director Alex Long, the project is the result of close collaboration between Aston Martin’s digital team and design studio. Extensive user research and testing guided the update, shaping a vivid, intuitive experience that reflects the essence of the brand’s craftsmanship.

Information from Google Cloud confirms that the configurator operates within a cross-channel ecosystem spanning web, VR, and retail environments. This underlines Aston Martin’s broader strategy of integrating digital tools into the customer journey — redefining luxury not only through car design but through how that design is experienced online.