Aston Martin’s fortunes in Formula One are looking up, with its driver Fernando Alonso earning a podium finish in the first Grand Prix of the season. Now, you can see what your next car would look like sitting next to an F1 car, thanks to a new setting that has been added to the brand’s online configurator.
The configurator has gone live just ahead of the second Grand Prix of the season in Saudi Arabia. According to Renato Bisignani, Aston Martin’s head of global marketing, the move is just the latest step taken to keep its configurator at the cutting edge of the technology.
“Offering a choice of exquisitely designed and Ultra High Definition backdrops […] is a key ingredient to our award-winning configurator’s success,” said Bisagnani. “With recent brand research revealing that almost 90 percent of our customers are passionate about Formula 1, we believe this high-performance inspired environment will draw further synergies between track and road, allowing our customers to spec all of our models from within the Aston Martin Aramco Cognizant Formula One Team pit garage.”
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The location will enable shoppers to see their dream vehicle inside the F1 team’s pit garage, and even allows users to look out onto a racetrack. Parked next to Aston Martin’s new F1 car, the team was so proud of its recent racing success in Bahrain, that the third-place trophy it won there is proudly on display in the virtual garage.
The pit garage isn’t the only location that shoppers can place their next vehicle, though. In honor of the brand’s 110th anniversary, its configurator can also be set to make it appear as if the vehicle in question is at the Brooklands circuit, where Aston Martin made its first forays into motorsport.
“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 purchase journey,” said Bisignani. “We are therefore committed to further expanding its offering and developing unique features as part of our focus to deliver luxury digital experiences for our customers.”
Once their Aston Martin has been designed, shoppers will be able to download a personalized brochure, and share photos of their configuration in situ, on social media.
