Using the REALTIME configurator has simply transformed our business. For dealers it gives them the autonomy and the confidence to spec cars, review options and progress sales and for us at HQ we’re seeing the time from initial client enquiry to finalised production specification dramatically reduced, with all the efficiency benefits that brings for many areas of the business.
Peter Sell
Sales and Product Director, Czinger
Data Prep
3D Real-Time Configurator
Beauty Movie
THE RESULTS
The Czinger 21C is a hypercar unlike any other. Powered by a 2.88 litre bespoke V8 engine supported by twin electric motors, it produces a combined 1,267PS – a figure that places it among the most powerful road cars ever built. Its construction draws on additive manufacturing, with 3D printed components throughout, and its cockpit takes direct inspiration from fighter jet design: an inline, tandem two-seat layout that puts the driver at the very centre of the experience.
We were commissioned to design and build a full digital configurator for both its High Downforce and VMax derivatives, giving prospective clients access to the complete range of paints, materials, stitching and upholstery on offer across both models.
The challenge was to capture the full complexity of the offer structure in a simple, easy-to-use way: to speed up the commissioning process without losing any of its inherent richness, whilst conveying as much excitement as possible from the car, its structure, powertrain and cabin layout.
We approached the configurator as a piece of product design in its own right – every decision was weighed against two criteria: does this make the client’s choices clearer, and does this honour the character of the 21C?
The result is an interface that brings genuine clarity to a complex offer structure, accelerates the commissioning journey, and immerses the client in the world of the car from the very first interaction.
In one of the most extraordinary endurance campaigns in recent automotive history, the Czinger 21C broke five official lap records as well as driving between each racetrack on public roads, clocking up 1,000 miles in the process. As a tribute to the ‘California Gold Rush’, we hid an easter egg within the configurator, a version of the car with the scars the car carried back from the campaign (if you press the right buttons.)
It was a joy to build a configurator that matches the ambition of the car. Complex enough to honour every choice on offer, simple enough to make the commissioning process feel effortless, and alive with the story of a car that has already proved itself, in the real world, at speed.
Paul McSweeney
Head of Automotive