The build-your-car feature Chrysler has is really pathetic. Most people are probably using that tool just wanting to leave excited about the options, the colors, the interiors, the wheels available to them...the Chrysler configuration tool leaves people with a bad taste in their mouth about the brand. It comes off as cheap and rushed. Aston Martin has a really cool build-your-car tool. Granted, they also have a lot more customization options, but it puts the car on the center stage and updates things in real time. This would go a long way for Chrysler.