By @SimonCocking

ZeroLight Creator of the world’s most advanced car configurator solution. Transforming how new cars are specified and purchased for the digital age.

What’s your background?

Our history is in the gaming industry. Our unique offering to the automotive sector stems from our background as the world’s largest independent racing game developer. ZeroLight has grown from a silo project that we were incubating, inventively re-purposing games technology and expertise for non-game use, into a successful technology company in its own right. Over that time a number of partners have approached us to help them find a way of creating a more engaging, digital customer journey. We’ve grown rapidly from an initial project with Jaguar Land Rover to working with a number of global luxury brands in the automotive industry.

1 minute pitch, why is ZeroLight awesome?

ZeroLight is a 3D visualisation solution that harnesses emerging technology to create engaging and immersive car retail experiences.  Our technology is used in flagship stores, dealership networks and online to allow consumers to explore and customise cars as part of their buying journey. It’s awesome because it’s changing how the world buys cars. Digitalising the buying experience with advanced 3D car configurators lowers the overall cost of retail for the industry and provides a better, more engaging customer experience that is consistent across different channels. We’ve worked with JLR, Audi and Pagani and have unannounced clients in the sector to create digital car showroom experiences.

What are you excited by at the moment?

Our solution goes live with Italian super car manufacturer Pagani next year and will play an important role in their vision for how customers will discover and configure their cars.  It’s a unique opportunity that ZeroLight technology will be used to sell a $2,000,000 super car and play an important role in the buying and selling of the world’s most beautifully designed and engineered vehicles.  At Web Summit this year we’re bringing a ZeroLight demo featuring the Pagani Huayra – visitors to our booth can configure and explore this amazing car digitally with our technology.

Any of these that will help in your day to day work also / what sort innovations are you looking to introduce?

Our recent advancements in utilising Cloud computing are driving the next phase of our solution.  Using cloud rendering and proprietary technology we are able to offer the full ZeroLight experience of a real-time 3D car configurator in any web browser, regardless of the spec of the device. This is set to revolutionise web configurators, pushing the experience far beyond the limited, 2D configurators that the industry currently uses.

How was the last 12 months for you?

The last 12 months has seen rapid growth for our company, in terms of clients, team size and in the evolution of our technology.  We’ve received strong interest for our tech in the automotive industry, we’ve signed and gone public with two new partners (Audi and Pagani), whilst working on unannounced projects within the industry. We’ve managed to take advantage of new technology to create even more engaging experiences, giving us a strong footprint in the tech-automotive industry.

What are you most happy about?

The way that ZeroLight has been adopted by major brands in the automotive sector is the thing we’re most happy about because it’s the ultimate validation of the quality and relevance of our technology.  Consumption will drive innovation, which means more investment in newer, cutting-edge tech. As a technology company that really excites us as it moves our industry forward.


Anything you would do differently if you could?

ZeroLight sits at the cross-section of new emerging technology, changing consumer trends in automotive retail and our heritage in the games industry. This gives us a unique ability to meet both business and consumer needs with a real-time 3D solution. If we could do anything differently it would simply be to discover the opportunity of repurposing and optimising our games technology for non-games sectors sooner.

Where do you hope to be in next 1 – 3 years?

ZeroLight is already known as offering the most advanced 3D car configurator solution in the auto industry.  Over the next 1-3 years we’d like to be recognised as the industry’s leading provider of 3D configurator technologies and as the go-to solver of difficult visualisation challenges.

Have you been to the Dublin Web Summit before?

We haven’t! This is the first time we’ll be delivering our demo to the tech industry and couldn’t think of a better place.

What will you be speaking about when you attend this year / who might it appeal to?

Our attendance is our first large-scale reveal to the tech world. We’ll be demonstrating our configurator solutions, explaining the tech and our journey to where we are today. We are primarily targeting automotive and tech professionals, journalists and innovation teams.  We’re also always on the look-out for talented people to join our team; anyone with a background in graphics programming and visualisation technology will find our booth interesting. Our background is in games, and we’ve utilised technology from that industry to implement change in automotive. Attendees interested in gaming technology and serious games applications will also be interested to see how we made our transition.

What tech do you wish was already invented and available to make your life easier?

We’re working with, and have our eye on, some pretty amazing augmented reality technologies.  When ready, we have some really exciting ideas about how we can integrate them into the ZeroLight solution for our clients in the automotive sector!

Life / work, online / offline, what are your strategies for managing it?

Using online organisation and collaboration tools helps us co-ordinate the team, although we do make good use of whiteboards too! Organisation is the glue that holds everything together, combining that with a scheduled reactive-day where we reassess what we’ve managed to achieve and what’s outstanding keeps us on top of our work so we maintain a balanced lifestyle.

How / where do you create time for yourself to be a dreamer and a thinker?

Across the company we have loads of opportunities to take time out and think. Whether that’s organised leagues, time in our breakout room, socials or time off.  As you’d expect there are lots of gamers and car enthusiasts in our company and both of these provide plenty of opportunities to be a dreamer and a thinker!

Anything else we should have asked you / you’d like to add?

Come and see us at Web Summit! We’re at booth M813 in the Machine Summit. We’d love to meet up with anyone interested in our journey and our technology. Feel free to drop by and have a chat or contact me in advance: [email protected]

Pin It on Pinterest

Share This

Share this post with your friends!