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Posted on January 7, 2019 by staff

Newcastle tech firm motors on with Lamborghini deal

Luxury Italian sportscar manufacturer Lamborghini has partnered with Newcastle tech firm ZeroLight to reinvent its online product experience.

Customers of the Aventador, Huracan and Urus cars can now digitally configure and visualise all aspects of their vehicle online, on any device, using Zerolight’s technology.

The cloud tech allows visitors to Lamborghini’s website to view their car online in resolutions up to 4k. The new production pipeline draws 2D images straight from a live 3D scene rendered in the cloud. Each configuration change is made in real-time on a single 3D model before a series of photos are taken and served to customers online in seconds.

Previously, with so many configurations per vehicle, it was only possible to create and store a set of images for a limited set of configurations. Now any image can be created on-demand for any configuration.

Personalised content such as custom brochures are created at the end of each customer session as part of the purchase journey.

The news follows recent news of Audi’s rollout of their real-time 3D online configurator to 25 territories, bringing the dealership experience to any connected device.

“Lamborghini’s online configurator is a complete solution, utilising proprietary cloud architecture to optimise both experience and accessibility whilst removing dependencies on service infrastructure and device,” said ZeroLight technical director Dave Hawes.

“The scale at which it’s producing bespoke content is testament to the efficiencies it can provide to high-profile brands.”