Aston Martin’s configurator results suggest luxury automakers can turn brand showcases into measurable sources of sales leads
Consultancy MHP has won a 2026 Red Dot Award in the web configurations category for its rebuild of Aston Martin’s online configurator. The companies say the relaunch lifted the British automaker’s conversion rate by 184% and daily leads by 241%, giving the tool a larger role in digital sales.
In use since 2021, the configurator lets customers and retail partners specify colours, materials and equipment in real-time 3D. The new version walks users step by step from model choice through exterior and interior options to a summary and handover to a retailer, with a sparer interface that leaves more room for the car and a layout tuned for mobile.
Heatmaps, retailer surveys and usage data shaped the brief, which focused on where users lost their way and which visual elements could go. The result is meant to do two jobs at once, presenting the cars online while passing prospects to retailers. The figures are company-reported and come without a baseline period, yet they suggest luxury automakers can treat configurators as lead generators as much as brand showcases.
In a statement, Emma Schröder, Associated Partner at MHP, said: “We didn’t simply want to make an existing configurator look better. The key was to rethink the entire user experience and bring the brand, user needs and business objectives together.”
Source: MHP
Source: www.automotiveworld.com
