Public demonstration of 3D configurator featuring the Pagani Huayra

British virtual experience developer ZeroLight and IBM will be demonstrating the technology using an application featuring the Pagani Huayra. This latest system provides a live, interactive 3D model of the car that gives the customer complete freedom to explore and customise his / her chosen vehicle on large, 4K UHD displays at the dealership. The demonstration will include the latest innovations in graphical fidelity, interactive features and personalisation.

Darren Jobling, CEO, ZeroLight, believes the system demonstrated at IAA shows how automotive retailing will be transformed. Customers can zoom in to details like the stitching in leather seats, try every colour combination, open the door, sit in the driver’s seat and take the car out for a virtual test drive in a setting of their choice. Preferences can be quickly shared amongst friends and family via social media, greatly expanding the reach of the dealer and the brand.

“We predict that the most forward-looking showrooms will dedicate around 20-30% of their floor space to digital technology by the end of 2016,” says Jobling. “These systems will also be reaching into people’s homes to bring the product to life on the customers’ iPads, phones and web browsers, providing a depth of engagement that has not previously been possible.”

ZeroLight’s digital models are created from the vehicle manufacturer’s CAD data and can be updated world-wide across all users in one simple operation. The single computer model replaces typically 20,000-25,000 rendered images that today are expensive to create and update.

“There are many benefits for manufacturers and dealers that use ZeroLight technology,” says Jobling. “For example, there is currently a big move to pre-selling new models through social media before dealers receive their first demonstrators. There is also evidence that immersive configuration, allowing customers to sample many more options, can significantly increase the value of that sale. When dealers and manufacturers can make more profit on options than on the basic car, that alone is a compelling reason to accelerate the introduction of ZeroLight technology.”

ZeroLight is an IBM Business Partner and visualisation provider for IBM’s digital automotive retail projects. As well as digital showroom provider to Pagani Automobili S.p.A, ZeroLight is visualisation partner to AUDI.

The demonstration can be seen at the 66^th International Motor Show (IAA), 15^th to 27^th September 2015, Booth B48, Hall 3.1.