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Success Story Aston Martin

How British luxury car manufacturer Aston Martin is wowing customers with a new online configurator

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Next Level Car Configurator

Stylish design, dynamic driving enjoyment and premium craftsmanship – these have characterized Aston Martin for over 100 years. The luxury car maker from Gaydon in the English county of Warwickshire combines British elegance with the country’s love of sport like scarcely any other marque. Alongside iconic models such as the legendary James Bond DB5 and the long-serving V8 series, Aston Martin has regularly delivered new models reflecting the internationally-renowned claim to beauty and power – most recently with the DBX SUV.

One thing remains constant in this: Each Aston Martin has character – and offers its drivers countless options for the individual customization of their vehicle. The configuration of individual Aston Martin models is no longer the sole preserve of the exclusive dealerships. Almost every detail of the current models can also be configurated online.

Immersive platform for an impressive brand experience

To harmonize the virtual customizing process even more with the distinctive brand experience of Aston Martin, here at MHP we have created a new online configurator within the scope of the pioneering Project Horizon corporate strategy. The goal here is to establish an interactive web tool with maximally intuitive user interface and a visual quality that sets new standards in the automotive sector.

The result is the Aston Martin Immersive Platform. This enables potential customers to obtain a photo-realistic view of each desired online configuration. It is also the perfect basis upon which to further develop the user experience in the future – for even more interactive, personalized and customer-activating solutions, for example.

Highlight of the new Aston Martin configurator is the newly-developed “Image on Demand” service – the first of its kind. Assisted by the Unreal Engine of acclaimed gaming manufacturer Epic Games, our Immersive Experience team has created an opportunity to render high-resolution product pictures for any configuration, automatically and in the space of a few milliseconds. The effect is impressive: When potential buyers alter the color of the brakes or the radiator grille finish, they are delivered a realistic depiction of the vehicle in precisely the desired configuration.

Automated product images – for any configuration

The new customizing solution works extremely efficiently: The automated, direct rendering on a Google Cloud platform means that the configurator only shows the images that are actually required. The basis for this is provided by original CAD data from Aston Martin as well as atmospheric 3D environments in which the vehicles are exclusively positioned – in day and night settings.

At the end of a configuration potential customers have a choice:  They can either send the data of their dream Aston Martin to a dealership and receive an individual offer or have a high-quality PDF brochure produced on the model that they have configurated. In future, dealerships will also be able to use the platform for public streaming to present new Aston Martin models or details in real time.

Significantly enhanced conversion rates and sales leads

The new online configurator is already a great success: On its launch day it generated the highest level of traffic ever recorded at the configurator in one day. The conversion rate has also acquired enormous dynamism. The number of configurations forwarded to dealers has risen by almost 200 percent compared to the previous solution. In addition, users return to the configurator 17 percent more frequently than was formerly the case. And, finally, Aston Martin was able to mark a new record in sales leads in the first month after the launch of the configurator.

We are very proud to have elevated the online experience of the venerable Aston Martin marque to the next level – and end-to-end. Our team has supported the project from consultation to design and development and on to global roll-out and operation. With all the drive of an Aston Martin – our MHP purpose: Enabling You To Shape A Better Tomorrow.


"The experience of buying an Aston Martin should be as pleasurable as owning one and our new configurator has been created with this in mind.“

Tobias Moers

CEO Aston Martin Lagonda