How we made “the greatest car configurator ever built”
ZeroLight's work with Lamborghini delivered a complete overhaul of the online product experience. Both customers and fans of the Aventador, Huracan and Urus worldwide can now digitally configure and visualise all aspects of their vehicle on any device.
A fully optimised 2D solution
Capitalising on ZeroLight's cloud technology, Lamborghini's web configurator no longer relies upon traditional image bank methods of configuration. 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. Personalised content such as custom brochures are created at the end of each customer session as part of the purchase journey.
Visit the Lamborghini online configurator
This method of content production runs efficiencies throughout the visualisation pipeline, removing the need for creating and storing images for every possible configuration upon the introduction of each new car model. Rendering takes place on AWS G2 instances, offering the graphical rendering capabilities required through an infrastructure that's large enough to serve all territories.
"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. The scale at which it's producing bespoke content is testament to the efficiencies it can provide to high-profile brands."
Dave Hawes, Technical Director, ZeroLight
Scale and Capability
To date, the new 2D configurator serves approx. 1 million unique images per day and supports a range of resolutions including 720, 1080 and 4k. The ability to create such a vast amount of content within a short space of time emphasises the efficiencies of automation within the production process. The range of resolutions allows the solution to adapt relative to infrastructure and serve the best possible experience per user. This brings the online experience in line with the brand itself, creating a premium, high performing touch-point early in the customer journey.
The Unification of In-Store and Online
Using a 3D asset at the core of the solution means Lamborghini can utilise a complete real-time 3D web configurator at any point as part of the same solution. This allows the brand to scale up the customer experience on-demand, with a 3D integration expected in Lamborghini dealerships in the short-term.