Aston Martin Redefines Digital Luxury with All-New Online Configurator

Aston Martin has unveiled a complete redesign of its online configurator, delivering what the brand calls its most significant digital update since the tool’s launch four years ago. The new platform reimagines the car-buying journey for an era where the first contact between brand and customer increasingly happens online—blending immersive design, fluid navigation, and photorealistic rendering in a way that mirrors the craftsmanship of Aston Martin’s cars themselves.

At the heart of the update is a dramatically enhanced user experience. Every detail—from model selection to paint visualization—has been refined through extensive research and testing. The new interface offers a seamless overview of Aston Martin’s full lineup, allowing users to explore each model with accompanying performance and technical data displayed directly below the car. Navigation has been redesigned for clarity, with a horizontal bar layout that opens up more space for vehicle imagery, while key options now trigger zoomed-in, high-accuracy previews to show each material, trim, and wheel design in striking detail.

The graphical quality has taken a notable leap forward as well. Paint finishes are now more lifelike and responsive, thanks to dynamic lighting animations that capture reflections and surface depth as a real car would under varying light conditions. Enlarged paint thumbnails reveal the texture and curvature of the bodywork, offering a near-tactile experience on screen. A new digital environment—the Gaydon atrium, home to Aston Martin’s Warwickshire headquarters—joins the selection of rendered backdrops, connecting the virtual with the brand’s physical heritage.

Designed for both desktop and mobile use, the configurator supports the marque’s newest and most anticipated models, including the Aston Martin Vanquish Volante, DBX S, and the forthcoming Valhalla hypercar. Paint colours such as Apex Grey and Podium Green are rendered in vivid realism, alongside authentic material finishes in carbon fibre, titanium, and leather.

“Our configurator is an integral part of the modern Aston Martin customer experience,” says Alex Long, Aston Martin’s Global Marketing Director. “Our digital team has worked closely with Aston Martin’s design studio to shape an experience that is vivid, responsive, and inspirational. It’s essential that the quality and richness of Aston Martin’s design, engineering, and craftsmanship are faithfully rendered to potential customers.”

The new configurator is now live globally, offering an elevated digital gateway into the Aston Martin experience—where design, technology, and emotion converge in every click.