Aston Martin has updated every model in its lineup for 2021 – showcasing the changes via a new configuration platform – as the latest step in CEO Tobias Moers’ radical Project Horizon transformation plan.

Claimed to simplify the specification process and allow customers to “intuitively create their most desired Aston Martin,” Gaydon’s new configurator was developed in partnership with scanning company MHP, and is based on the company’s Unreal software. of Epic games – known to form the basis of hit the Fortnite video game.

It is said to offer “immersive” three-dimensional and high-definition renderings of cars created by customers, with the ability to zoom in on fine details and play a full video of the final product, with a choice of backgrounds.

At any point in the setup process, customers will now be able to strike up a conversation with an Aston Martin representative, schedule a dealership meeting, or download a personalized brochure of their specified car.

Aston claims that since re-entering Formula 1 at the start of the 2021 season, it has seen “very high levels of traffic” on its website and configurator, and says it sees a spike in interest whenever the Vantage F1 safety car or the DBX medical car appears on the screen.

Moers said: “Like many businesses, a proportion of our customers have switched to online shopping during the pandemic, so we’ve improved this process to allow remote customers to enjoy the full Aston Martin experience.”

By launching the configurator, Aston presented a series of modifications for its Vantage, DB11, DBS Superleggera and DBX models.

Most notably, the DB11 saw its V8 power drop from 503bhp to 528bhp – the same as the hardcore Vantage F1 edition built to celebrate the brand’s reappearance in Formula 1. Top speed is now set at 192 mph, and Aston claims to offer more torque. band over the entire rev range.

The DB11 can also now be specified with optional “Sports Plus” seats, which provide additional up and down support in dynamic driving situations.

Elsewhere, the high-end V12-powered DBS dropped its Superleggera moniker, while the V12-powered DB11 dropped the AMR (Aston Martin Racing) suffix. Aston says it has made these changes to “simplify the nomenclature across the range and focus the offer on customers.”

Meanwhile, the Vantage and DBS come with new 21-inch wheel designs, while the DBX comes with a 23-inch item package at the top end, along with new Sports Plus seats and wireless charging of smartphones.

Additionally, three new sets of finishes – Create, Accelerate and Inspire – are now available across the range, offering unique combinations of colors, materials and finishes.

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This notice was published: 2021-07-21 07:01:24


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