MHP and Pagani launch real-time automobile configurator


Creating highly personalized virtual product experiences

Ludwigsburg – In November, the management and IT consulting company MHP, together with the Italian sports car manufacturer Pagani, introduced the new real-time configurator "Pagani Immersive Experience Platform" at all Pagani dealers worldwide. In a virtual showroom, customers can playfully compose individual variants of the Pagani Huayra Roadster BC on their home computer or together with a dealer, taking into consideration all the desired features and finally visualizing the configured, true-to-life Hypercar.


Firstly, with the new configurator, Pagani wants to offer customers who attach importance to exclusivity an extraordinary and unique customer experience in order to even more strongly increase their brand loyalty. Secondly, the aim is also to support the dealers in impressing the potential buyers with an individually configured Hypercar already during the information phase in the virtual showroom.


Stephan Baier, Associated Partner at MHP and Head of Immersive Experience: "Every Pagani customer always expects an outstanding experience - both when visiting the manufacturer and the dealer. This naturally also applies for the virtual showroom. The most important requirements for the "Pagani Immersive Experience Platform" therefore included very convenient installation, an intuitive interface, high performance – and above all hyper-realistic visualization."


For the configuration of the desired vehicle, all features and details can be personalized on the level of the tiniest components: from the color of the vehicle and individual design elements to the tires and the exclusive interior design. The thus composed Pagani sports car can then be shown in various light conditions and surroundings, as well as in different scenarios – for example on a coast road drive or on the racing track.


"In a nutshell: A film is created that has the effect of a TV advertisement," says Stephan Baier. "However, there's one decisive difference: In this video clip, the product can be designed in accordance with one's own concepts and then altered again and again. Even while the film is running." A further highlight: The visualization can be downloaded as a video and distributed in one's own social networks.


Combination of innovative technologies


All this is possible thanks to the combination of different innovative technologies. For example, the centerpiece of the configurator is the MHP Elastic Content Platform (ECP). This virtual showroom was further developed for the project and provides different immersive experience technologies. For the implementation, the game engine "Unreal Engine" from Epic Games was used. It supports the RTX feature (Real Time Raytracing) from NVIDIA, one of the biggest developers of graphic chips. The application is also provided online as a 3D livestream via the Google Cloud Platform. Visualization in top quality and in real time can thus be implemented in a stable and secure manner.


Stephan Baier: "The Pagani configurator sets new standards not only from a technological perspective, but also with regard to marketing. We at MHP are convinced that product-related content will in future no longer be produced in advance, but will be available on demand and in a personalized form. Here, Pagani is the pioneer."


Stephan Baier will be pleased to answer any questions on the Pagani project and the configurator. Simply send your question to: PublicRelations(at)


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