For Formula 1 fans who dream dreams of Aston Martins, but aren’t likely to shop for one, there’s a new opportunity to build one in a virtual environment that’s more than appropriate: on the track.
On the eve of the second Grand Prix of the season in Saudi Arabia, the British luxury car maker has unveiled a digital online configurator that places a custom-built Aston of one’s choice inside the racing team’s pit garage, where it is showcased alongside the AMR23 F1 car.
Apparently the company is hoping the brand can capitalize with a publicity boost thanks to driver Fernando Alonso’s podium finish at the season-opening Bahrain Grand Prix earlier this month.
Since “almost 90% of our customers are passionate about Formula 1,” Aston’s marketing chief Renato Bisignani said that the garage setting–no signs of grease or dirt anywhere–works as “a key ingredient to our award-winning configurators success.” He said that more than half of Aston’s buyers look in on the configurator “during their purchase journeys.”
The Aston Martin configurator can be found at configurator.astonmartin.com.
Related Video: