Aston Martin virtual experience showcased

• Aston Martin’s 3D configurator showcased in the Experience Center at Google Cloud Space in Munich
• Only select and innovative customer solutions delivered via Google Cloud are considered for presentation in the Experience Center
• Google’s cloud technology supports product visualization based on Unreal Engine, creating a new and more innovative and personalized experience for customers

Ludwigsburg/Munich – The management and IT consultancy MHP is presenting the Aston Martin configurator in the Experience Center at Google Cloud Space in Munich. People have recently been able to visit the showcase to find out more about it and gain insights into the virtual reality (VR) experience. A monitor shows how potential buyers can immerse themselves in the world of Aston Martin, choose different vehicle models, and design them themselves. 

Florian Langer, partner at MHP, explains: “Only select and innovative customer solutions that are delivered via Google Cloud and are capable of digitally revolutionizing customers’ use cases are presented in the Experience Center at Google Cloud Space in Munich. We are delighted to be among them with our project for the luxury sports car manufacturer Aston Martin.”

Product visualization based on Unreal Engine

The online configurator used to create the virtual experience was designed by MHP and has been available for the DB12 Coupé and DB12 Volante, DBX707, Vantage, DBS 770 Ultimate Coupé, DBS 770 Ultimate Volante, and Valour models since 2021. Last year, the lineup was complemented by the new Aston Martin DBX707 AMR24 Edition – a luxury SUV boasting a new and technically advanced interior with luxurious design features inspired by Formula 1. Google Cloud is being used for product visualization. 

Patrick Dittrich, manager at MHP, adds: “The configurator runs on MHP’s Elastic Content Platform (ECP), which uses Unreal Engine created by video game and platform developer Epic Games. Everything can be designed in real time against a photorealistic 3D background, for which different scenes are available. The vehicle is ultimately presented via a 3D stream that enables the user to freely rotate the vehicle and view it from all sides in 3D.”

Accordingly, a stable, secure, and scalable platform such as Google Cloud is needed in the background to run the application, also enabling it to be made available online to a large number of customers and interested parties as a 3D livestream. Furthermore, the VR experience can be easily expanded and used for larger events or similar scenarios. For example, visitors to the F1 Paddock at the Formula 1 race in Silverstone were able to admire the immersive replica of the original Aston Martin F1 garage via a VR headset and configure a model of their choice from the vehicle portfolio.

New, innovative, and personalized product experience

The configurator helps to provide a new, innovative, and personalized experience, which in turn creates an even stronger bond between the Aston Martin brand and its customers and enthusiasts. The solution is clearly generating more traffic and sales, with the number of configurations forwarded to dealers increasing by almost 200 percent compared to the previous solution. Users are also returning to the configurator 17 percent more often than before. Prospects typically try out more configurations and ultimately select more options. This can increase potential sales per vehicle for Aston Martin, while emotionalizing the buying experience for customers.

People with an interest in such innovations have recently been able to find out more about the Aston Martin immersive configurator case at Google Cloud Space in Munich. On an area extending over 900 square meters, the Experience Center presents an impressive selection of industrial solutions, interactive experiences, and successful projects from satisfied customers worldwide. Visitors can experience Google’s cloud technology up close and discover the potential of Google Cloud for their business.