Newcastle-based tech firm ZeroLight and Amazon Web Services (AWS) have partnered to enable carmakers to launch their latest models via the Amazon Live streaming service.

The aim is to provide an “interactive and immersive experience” for car buyers. Following the closure of showrooms across the country, the platform and in-built 3D configurator provided by ZeroLight offers consumers the chance to explore the features to a variety of models.

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The 2022 Mitsubishi Outlander will be the first model featured and will be available on the Amazon Live platform before it goes on sale in selected markets in April.

Using the 3D configurator, customers are able to visualise a range of colours, trim lines and accessories for each model. Alongside customisation, the configurator allows for movement around the vehicle, switching between interior and exterior views.

Commenting on the rapid pace of digital change in the industry, Francois de Bodinat, chief product officer at ZeroLight, said: “Modern customers now expect to engage with brands digitally in creative and interactive ways. It’s fair to say that the auto industry has been a slow learner, until the impact of Covid-19 gave carmakers and retailers no choice but to catch up.”

However, de Bodinat believes the shift to be permanent: “Showrooms re-opening across the UK in April won’t change these new shopping habits, the toothpaste cannot go back in the tube.”

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ZeroLight, which supports the creative delivery of firms through cloud-based visualisations, powers the Amazon Live platform and 3D configurator through its Palette+ solution.

All the online content operates in the cloud via AWS infrastructure, which can then be streamed to the users mobile or computer, requiring no on-device rendering or plug ins.

In the case of the Mitsubishi Outlander, the interactive experience has enabled customers to visualise more than 300,000 different variations of the model.