MHP & Aston Martin: Bringing Customers Closer Through VR

MHP Consulting, in collaboration with Aston Martin, has launched a new VR experience and expanded online configurator for the Aston Martin Racing 2024 Special Editions of the DBx707. 

MHP Consulting is a global consulting firm owned by Porsche AG, which delivers digital transformation and performance solutions across industries including automotive and manufacturing.

"The new Aston Martin VR Experience offers users a customised and virtual product experience because, on the one hand, they can playfully and quickly navigate between different views, including the Aston Martin F1 garage,” says Florian Langer, partner at MHP

“On the other hand, in combination with a VR headset, the exterior and interior can be viewed and designed in a level of detail that no other configurator can offer."

At Manufacturing Digital we have previously explored MHP’s use of the Apple Vision Pro to deliver virtual training for employees on the factory floor.

Today, this technology is being utilised to deliver critical insight into designing and using an Aston Martin vehicle, enhancing the experience of visitors and motorsport fans.

Showcased at the Silverstone Grand Prix, this VR experience allows users to test, explore and design Aston Martin Vehicles in a detailed immersive environment. 

Users were able to configure a model of their choice from the iconic British brand’s vehicle portfolio.

In the 3D space, they could also virtually climb into their specific configured vehicle, design the interior and operate cockpit functions. 

The experience combines the premium identity, dynamic design and racing thrill of Formula 1 from Aston Martin with the latest in VR technology.

Designed for the new Aston Martin special edition

The launch of the configurator for the new Aston Martin special edition DBX707 AMR24 is a tribute to the phenomenal achievements of Aston Martin’s Aramco Formula 1® team.

The vehicle can be configured in three different colours and given exclusive Aston Martin Racing Lime or Trophy Silver highlights on the sculpted body kit. The VR experience enables users a comprehensive experience of the inside of an Aston Martin Formula 1 cockpit, with insights into how it is designed and engineered. 

This virtual experience uses Meta Quest 3, one of Meta’s virtual reality headsets. Having been tested for the first time at the Formula 1 Grand Prix, it’s ready to be used at exclusive Aston Martin events in the future. 

The online configurator with which the virtual experience is implemented comes from MHP and has been in use for the DB12 Coupé and DB 12 Volante, DBX707, Vantage, DBS770 Ultimate Coupé, DBS770 Ultimate Volante and Valour models since 2021.

Fuelled by 3D technology

The use of the Meta Quest 3 headset to provide this experience has been possible due to MHP’s Content Platform (ECP). This platform utilises Unreal Engine, popular in video game creation which is offered by platform developer Epic Games. 

MHP auses Google Cloud to ensure that the production visualisation is secure and stable so it can run in real-time. This ensures the application is also available online as a live 3D stream to other customers and interested parties. 

"We bring the Formula 1 world of Aston Martin to the customer in their living room or at the dealership,” says Patrick Dittrich, Manager at MHP.

“Everything can be designed in real-time in front of a selection of various photorealistic 3D backgrounds. Finally, the vehicle can also be viewed via a 3D stream in which the user can freely rotate the vehicle and view it from all sides in 3D."

Increasing traffic & Sales

MHP’s VR experience has been proven to increase traffic and sales by providing customers with a more innovative and personalised experience. Aston Martin customers are connected even more closely with the brand, getting critical insights into the design and functionality of their favourite cars. 

Prospective customers are likelier to try out more configurations and express interest in extra options. For Aston Martin, this imbues the customer buying experience with increased emotionality and increases potential sales per vehicle. 

The ECP platform, if used to replace the conventional production of images, also lowers the total cost of ownership. There would be no need for an agency to carry out pre-rendering, with this new platform offering an interactive, 360, three-dimensional view of all products. 

Operating in the cloud does introduce new streaming costs, but the reduction to total operating costs of up to 50% in most cases well makes up for it. 

In addition to sales, the ECP platform can also have a positive impact on the total cost of ownership. This applies if it replaces the conventional production of images. 

For manufacturers across industries, the success of MHP’s and Aston Martin’s VR experience demonstrates the valuable role virtual technologies can play in providing superior customer experiences. 

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