VR company Zerolight strikes deal with Lamborghini

Through Zerolight’s technology customers can customise their dream car on a computer, tablet or smartphone.

For the Aventador, Huracan and Urus car models, customers can tweak the car by changing anything from its rims, paint colour, to the stitching on its seats. The customised car can then be purchased by the customer.

Darren Jobling, CEO of Zerolight, commented: “Winning the global deal for the Lamborghini online car configurator is a massive next step for the whole team here at ZeroLight. It’s great to see world leaders in the supercar world selecting a company in the North East of England to represent the visual quality of their amazing vehicles.

“As you would expect, each and every member of the team has loved working on Lamborghini’s Huracán and Aventador, as well as being involved in the launch of the stunning new Urus: the world’s first Super Sport Utility Vehicle.

After the customer creates their unique car they are presented with personalised content, such as custom brochures.

Zerolight specialises in marketing cars to consumers through the use of its visual technology. The firm has already worked with supercar manufacturer Pagani during the launch of its Huayra Roadster. It also works with Audi and Toyota.

Car companies benefit from using the Newcastle firm’s software as it means they do not have to store huge amounts of information on their own servers or computers. Instead, Zerolight’s technology creates a unique image for each user and sends it to their device.

Jack Nove, marketing executive at Zerolight, said: “Basically we make software that helps people customise cars. We render our software in the cloud meaning that instead of having a device to run it on we do it in the cloud. It means we can display the information on a phone or device.

“The way the user views them is as a series of 2D images. They are taken from a 3D scene and it is rendered directly in real time. The traditional way of doing the 3D image was from a vast bank of images which were taken beforehand”

Lamborghini is also considering improving its sales process by using Zerolight’s 3D technology in its dealerships. The move would connect the online and real-world sales process and help improve its customers’ experience.