Aston Martin has introduced a groundbreaking feature on its acclaimed online configurator, allowing customers to design their ideal vehicle within the pit garage of the Aston Martin Aramco Cognizant Formula One™ Team. This innovative digital environment is a world first for automotive manufacturers, blending the thrill of Formula 1® with the customization of luxury cars.
This new feature, launched in time for the second Grand Prix of the season in Saudi Arabia, showcases Aston Martin’s AMR23 Formula 1 challenger in a virtual pit garage. This setting enables customers, fans, and dealers to draw inspiration from top-tier motorsport engineering while configuring their bespoke Aston Martin vehicles.
Following Fernando Alonso’s impressive podium finish at the Gulf Air Bahrain Grand Prix, the configurator also highlights the team’s third-place trophy in stunning 3D Ultra High Definition. Users can explore intricate details of the car and celebrate the team’s first silverware of the season.
Once customers finalize their custom configurations, they can download a personalized brochure, share their designs on social media, and schedule test drives. In honor of Aston Martin’s 110th anniversary, the configurator also offers a virtual experience of the historic Brooklands circuit, reflecting the brand’s rich racing heritage.
Renato Bisignani, Head of Global Marketing and Communications at Aston Martin, emphasized the importance of these immersive environments. He stated, “Providing exquisitely designed and Ultra High Definition backdrops, from studio settings to historic locations, is essential to our configurator’s success.
This high-performance environment will strengthen the connection between track and road, allowing our customers to configure all our models from within the Aston Martin Aramco Cognizant Formula One™ Team pit garage.”