There are online configurators and then there are 3D online configurators. At Aston Martin, only the latter was considered as it continues its "Project Horizon" revitalization plan that, among other things, places a heavy emphasis on the customer buying experience. The UK carmaker has officially launched a brand new and slick-looking 3D Ultra High Definition configurator that simplifies that experience, introduces new technologies, and offers a comprehensive suite of personalization options such as a massive selection of paints, leathers, and Alcantaras.

As you can see from these images, the new configurator offers something of a "cinematic experience." Customers can zoom in on the finest of details inside and out. There's even a choice of backdrops to create a studio setting.

New interior trim environments, called 'Create,' 'Accelerate, and 'Inspire,' are available across the lineup and can be viewed on the configurator, too. The intention is to make selecting the ideal interior easier by bundling up materials, colors, and features selected by the design team. Completely bespoke interiors are totally possible but they require additional time, hence those pre-selected environs.

As they build their new Aston Martin DBX, Vantage, DB11, or DBS, customers can alternate from a purely online experience to one with a human being, meaning they can be put in touch with their local dealer for personalized assistance. A downloadable brochure detailing their new car's specs can also be shared on social media.

The configurator's tech is impressive. It's supported by EPIC's Unreal gaming engine and NVIDIA RTX on Google Cloud, thus allowing users to stream content to their smartphones and tablets if they wish. The configurator already has heavy traffic, especially on Formula 1 race days. Over 2 million sessions took place last year and 2021's final tally will be even higher.

Upcoming 2022 model year lineup updates are already live. The DB11 coupe and Volante get a more powerful 4.0-liter twin-turbo V8, now rated at 527 horsepower - a 24 hp increase from last year. Top speed has also increased to 192 mph and new sports seats are optional. The V12 DB11 has now dropped the 'AMR' badge.

The also V12-powered DBS Superleggera has a simpler new name: DBS. Both the DBS and Vantage receive new 21-inch wheels and the DBX has optional 23-inch wheels, sports seats, and wireless charging.

"The experience of buying an Aston Martin should be as pleasurable as owning one and our new configurator has been created with this in mind," said CEO Tobias Moers. "Our customers are very busy people, so it is our job to make the buying process as simple and as enjoyable as possible. This new configurator does that."

The new online configurator with all 2022 model year updates is now live for your speccing and viewing pleasure.