Morgan Motor Company

Overview

Morgan Motor Company is an iconic British motor car manufacturer that has been hand-building unique vehicles since 1910. Morgan's Supersport model combines traditional aesthetics with modern performance.

Apache was tasked with creating an online configurator to allow customers to personalise their Supersport in a highly immersive 3D environment, working equally well on desktop and mobile devices.

"Our partnership with Apache is built on trust. The result is a world-class configurator that allows customers to tailor their dream Morgan via a seamless experience on any device."

— Toby Blythe, CMO, Morgan Motor Company

The Solution

The challenge was how to deliver a high-fidelity 3D experience seamlessly on both desktop and mobile browsers, without the need for specialist apps or plugins.

We evaluated the landscape of web-enabled 3D development tools, from cloud-based Pixel Streaming to low-level WebGL frameworks like Three.js.

We quickly ruled out Pixel Streaming due to its inherent drawbacks – laggy inputs, and super-high running costs. Similarly, while native WebGL frameworks had the potential to deliver high performance, they lacked the artist-friendly workflow essential for a premium configuration experience.

The solution presented itself in the form of Wonderland Engine - the only platform specifically designed to solve this exact challenge. We have been incredibly happy with the results, which we feel speak for themselves.