How Aston Martin Uses Technology to Enhance Their Dealership Experience

How Aston Martin Uses Technology to Enhance Their Dealership Experience

Aston Martin is renowned for blending luxury with cutting-edge technology. However, this iconic car brand’s innovation extends beyond its vehicles—Aston Martin has embraced technology to enhance all aspects of the customer journey, including its dealership experiences.  

According to a survey, 1% of car buyers are satisfied with current purchasing processes, so the Aston Martin experience offers a glimpse into the future of car dealerships. Their use of technology is revolutionising how we buy cars, setting a new standard for customer engagement. It's an intelligent move that more car manufacturers should consider adopting.

Here, we look at how Aston Martin’s tech use can inspire your dealership while also considering the potential of racing simulators. Discover why their innovative showrooms are the future of automotive retail and how to use these tools to provide the ultimate dealership experience.  

Aston Martin Dealerships: A Journey Beyond the Ordinary

Imagine walking into a car dealership and being transported into a world where you can see your dream Aston Martin models modified precisely to your liking. This is precisely what Aston Martin offers with its advanced virtual and mixed reality technologies.  

Aston Martin’s innovative use of tech is nothing new. The brand first used VR in 2016 with the launch of its Valkyrie hypercar, which allowed customers to customise cars via VR headsets. Since then, Aston Martin dealerships have become more immersive and interactive, moving towards mixed-reality technology through partnerships with companies like Lenovo and NVIDIA.  

Their new flagship store in New York showcases their latest technology better than any other. Choose your model, colour, leather, metals, and other configurations, then place your sample on the table. Watch as it comes to life “in photorealistic render on a 35ft by 10ft screen,” the brand explains. The details are pixel-perfect, from the stitching on the steering wheel to the reflections of light in the room on the exterior paint. They’re blurring the virtual world and reality.

FPZERO’s Impact: Elevating Aston Martin Dealerships

Aston Martin hasn’t stopped at virtual reality headsets and innovative high-tech customisation. They’ve also partnered with FPZERO to bring realistic driving simulations to their current and existing customers. Our collaboration with Aston Martin Sytner Nottingham has transformed the brand’s already tech-savvy dealerships into an even more immersive, engaging experience.  

We’ve brought our simulators to several exclusive events at the Nottingham venue, including:

Car Launch Events: FPZERO simulators have been instrumental in Aston Martin’s car launch events, providing guests with a unique opportunity to experience new models in a highly interactive and immersive way. Attendees can virtually drive the latest Aston Martin vehicles, feeling the precision and performance of each model as if they were on the road.

Aston Martin Timeless Events: Our simulators have also been featured at Aston Martin’s Timeless events, where the focus shifts to showcasing and selling pre-owned luxury vehicles. By integrating FPZERO simulators, these events offer potential buyers a dynamic way to experience and evaluate the performance of used cars, further enhancing their appeal.

Showroom Open Days: FPZERO has supported Aston Martin Nottingham with showroom open days, where existing owners are invited to drop in, enjoy some coffee, and have fun with the simulators. These informal gatherings provide a relaxed environment for customers to experience their favourite models in a new way, strengthening brand loyalty.

Why Car Dealerships Should Embrace Simulators

According to a McKinsey report, car dealership visits remain crucial in purchasing decisions. Around 70% of car buyers consider them essential for physically experiencing the vehicle—but the traditional dealership model is evolving.  

Aston Martin’s luxury dealerships are some of the best, using innovative technologies to offer a highly personalised, immersive experience. FPZERO’s advanced racing simulators at special Aston Martin events further boost engagement, allowing customers to visualise their customised cars as well as experience how they handle and feel on the road.  

Here’s a closer look at how integrating technology and advanced simulators can enhance the buying process, streamline sales cycles, and improve customer experience.

1. Enhanced Customer Experience

According to Salesforce, 90% of customers say customer experience matters as much as the company's products or services. In other words, clients may love your vehicles, but if they are unimpressed by your dealership experience, they’ll unlikely follow through with a purchase.  

One way to enhance the dealership experience is by personalising it. The demand for personalisation is growing, with 73% of customers expecting companies to understand their unique needs. VR or mixed-reality technologies, such as those Aston Martin uses, offer this personalised experience. Customers can visualise and interact with their customised car in a virtual environment rather than waiting for delivery to see the final product.

Integrating a driving simulator like our ClubSport onto your showroom floor takes this personalisation up another level. Sat in the cockpit, customers can participate in virtual test drives and experience a realistic sense of how different cars handle. They can adjust seats, try different control settings, and even simulate various driving conditions to see how each vehicle adapts.

2. Increased Sales and Options for Higher Profits

By providing a more immersive experience, customers are more likely to explore various vehicle configurations. They can experiment with different features and packages in real-time, encouraging them to consider premium upgrades and accessories they might otherwise overlook. Ultimately, this leads to increased sales and higher revenue per vehicle.  

Also, the ability to test-drive various cars virtually via a driving simulator can reduce the sales cycle. Clients can try different cars and configurations while sitting in the same cockpit, accelerating decision-making and allowing for easier comparisons between models and add-ons. The shorter the sales cycle, the more cars you can sell in less time and the more profit you can make.  

3. Reduced Physical Showroom Constraints

Many dealerships lack the physical space to display every model, let alone all the colour options and customisation features. This limitation often means customers cannot fully explore a brand's variety, potentially leading to missed sales opportunities.

VR technologies provide an innovative solution. They can virtually showcase the full range of offerings without an extensive physical inventory, meaning customers can effortlessly view your entire catalogue—not only the cars in the showroom. This is particularly beneficial for high-end brands like Aston Martin, which has several cutting-edge models and many customisation options.  

By showcasing cars digitally, customers also always have access to the latest models and updates. Digital renders can be quickly modified to reflect the latest features and specifications and viewed by customers on the same day. Additionally, customers can virtually test-drive the latest models minutes after release using a racing simulator like our Pro II Sim.

4. Lower Overhead for Dealership Costs  

High-end racing simulators that are accurate and realistic enough to help drive purchasing decisions for real-life cars aren’t cheap. Our professional simulators start at £6,200+VAT, but the luxury Aston Martin AMR-C01 racing simulator will set you back around £60,0000. However, buy a professional-grade simulator for your dealership, and it will soon pay for itself.  

Alongside making it easier to upsell customisation options and shortening the sales cycle, racing simulators can help your dealership reduce overhead costs. You don’t need as much physical space, meaning you can save on rent, utilities, and staffing while offering a comprehensive view of all available models and features. Ultimately, this helps to improve your dealership's profits.

5. Worldwide Car Sales via Digital Dealerships

Manufacturers can enhance global sales by launching digital showrooms, which allow them to reach clients regardless of their proximity to a physical dealership. Although remote customers might not have the chance to see the car in person, realistic virtual experiences bring the vehicles to them.  

Those with access to a car driving simulator can even enjoy a highly realistic test drive experience. Racing simulators allow customers to sit behind the wheel virtually and feel the car’s handling, responsiveness, and comfort. This immersion goes beyond visualisation; customers can interact with the car's features in a lifelike manner and see how it responds to different types of roads and conditions.

This innovative approach can persuade customers to purchase without seeing the car in person, which is a game-changer for high-end brands like Aston Martin that want to attract international clientele. It opens new markets, increases potential sales, and globalises your car company.

Trust the Experts: Partner with FPZERO Simulators  

FPZERO’s state-of-the-art racing simulators offer the ultimate realistic driving experience for dealerships looking to adopt revolutionary technologies. Trusted by professionals and designed to provide unparalleled immersion, they’re the perfect addition to any forward-thinking dealership.  

Whether you want to enhance customer engagement, streamline your sales process, or offer an experience like Aston Martin’s, our simulators are equipped to meet your needs. Don't get left behind in the race towards innovation. Contact us today to learn how a car driving simulator can elevate your dealership experience and connect with your customers like never before.  

The future of automotive retail is here, and it's incredibly immersive!