ZeroLight, the creator of the world's most advanced digital 3D car configurator, has been shortlisted for the Society of Motor Manufacturers and Traders' (SMMT) Automotive Award for Innovation.

The winner of the award, which recognises the best UK-developed technologies with the potential to influence the automotive sector, will be chosen from a shortlist of five by a panel of industry experts and announced on 24th November.

ZeroLight's ‘tech heavy/asset light' real-time visualisation technology presents a live, interactive 3D car to the customer via a wide range of formats including Ultra HD 4K displays, interactive touch screens, tablets, virtual reality headsets and the internet. It enables customers to explore a manufacturer's entire range of vehicles, colours and options, creating exactly the car they want with the ability to view it from any angle, inside and out.

"We are delighted to be recognised alongside other innovative, future-focused technologies that are poised to have a significant impact on the automotive industry" said ZeroLight CEO, Darren Jobling. "For ZeroLight's name to be added to a list of previous winners that includes Ford and Jaguar Land Rover would be the perfect way to close an incredible 2015".

SMMT Chief Executive, Mike Hawes, commented: "Any concept that has the potential to radically improve the industry should be supported and celebrated; the 2015 judging panel has its work cut out - choosing one winner will not be an easy task"

During 2015, ZeroLight - which was recently shortlisted also for the Tech Business of the Year Award - announced commercial partnerships with Audi AG and supercar manufacturer, Pagani. The company was also named as one of the UK's most ‘innovative and disruptive businesses' in the 2015 Future 50 index and cited in this year's Startups 100 index as, ‘one of the most exciting start-ups in the UK'.

"ZeroLight's technology delivers a compelling customer experience that brings the automotive industry up to speed with the latest retail expectations," continued Jobling. "A live, interactive scene with ultra-high quality graphics allows buyers to fully explore a car, promoting increased sales and higher-specification purchases."

The companies shortlisted for the SMMT Automotive Award for Innovation 2015 will present their technologies on 5th November during Advanced Engineering UK, at the NEC in Birmingham. ZeroLight will also be demonstrating its digital 3D car configurator at Web Summit in Dublin, which runs from 3rd - 5th November, where visitors to booth M813 will have the opportunity to configure an exclusive Pagani Huayra.