Porsche debuts cloud 3D configurator for Cayenne EVs

Porsche has introduced an interactive 3D vehicle visualisation platform for the new Cayenne Electric range, adopting a central technology stack developed by MHP and Porsche Digital.

The system underpins the online and dealer configurators for the Cayenne Electric and Cayenne Turbo Electric. Customers and retailers can generate and view photorealistic renderings of the vehicles in both 3D and 2D, and adjust configurations in real time.

The platform runs on MHP's Elastic Content Platform (ECP) and the Porsche Rendering Solution (PRS) from Porsche Digital. It uses cloud streaming so that full-screen images and interactive 3D views are delivered over the web without the need for local high-end graphics hardware.

The launch marks a shift by Porsche from a largely 2D-based visualisation approach to an interactive environment that covers multiple digital touchpoints.

"For us at MHP, client centricity is not just a mindset - it is a binding promise. Technologically pioneering, collaborative at eye level, and uncompromising in quality, we live this promise from the very first idea through to successful implementation. This promise is reflected in the result. Based on our Elastic Content Platform, a digital sales tool was created that combines performance, precision, and innovation and sets a new standard for customer communication and the future of digital excellence at Porsche," said Federico Magno, Group CEO, MHP.

New visual standard

Porsche has faced growing complexity in its product configurations. The company offers a wide range of options, colours and interior choices for models such as the Cayenne, Taycan and 911.

"Our goal is to enable users to experience vehicles in photorealistic quality and in real time - in both 2D and 3D. The enormous configuration depth of our models poses major challenges for traditional visualization technologies. With the launch of the Cayenne Electric, we are using our innovative visualization platform at all relevant touchpoints for the first time, creating a seamless, impressive brand experience," said Philipp Grolle, Product Manager for Visualisation Services, Porsche.

The platform uses modern streaming technology and runs on Amazon Web Services (AWS). The cloud infrastructure delivers 3D live streams and 2D images and is designed for high availability and scale across global markets.

Cloud-based platform

MHP's Elastic Content Platform sits at the centre of the new system. It has replaced previous 2D visualisation tools and now serves as the base layer for image generation and streaming.

"The joint development with Porsche Digital enables us to create a holistic solution that not only simplifies the visualization of the entire vehicle range, but also its use across different systems," said Florian Langer, Partner, MHP.

The visual assets can appear in the Porsche app, in dealer showrooms and on customer desktops. The same content base is used across channels, which reduces duplication of effort and supports consistent presentation.

MHP has updated camera settings and lighting per perspective. The company states that even static 2D images now appear more realistic and closer to the in-person view of the car.

"With our new visualization platform, we are taking digital vehicle presentation to a new level. It brings the diversity of Porsche models to life - in consistently high quality across all digital touchpoints. Whether exterior or interior, customers are immersed in a highly detailed, interactive presentation that conveys the character of each model and brings the products to life virtually," said Christian Klötzel, Head of Visualization, Porsche Digital.

Commercial impact

MHP reports that 360-degree and interactive experiences have led to measurable increases in website traffic, session duration and configuration activity in earlier projects. Brands including Aston Martin, Pagani, Ducati and Lotus already use the ECP technology for their own digital configurators.

The company states that manufacturers and dealers see higher average configured vehicle values. Prospective buyers experiment with more versions of a car and select more options when visual detail and interactivity increase.

The platform supports additional use cases once the core content exists. These include real-time configurators, digital tools for marketing campaigns and events, and interactive instructions in after-sales services.

Broader roll-out

MHP has worked with Porsche on digital visualisation for several years. The consultancy previously implemented 360-degree views for the Taycan and Macan lines, which laid the groundwork for the more extensive Cayenne Electric experience.

The Porsche "Colour of Your Choice" website, updated earlier in the year, also runs on ECP. Users can select more than 190 colours for the 911, Taycan, Panamera, Macan and Cayenne models, and configure these online with additional background information on each colour.

Games engine at core

The ECP relies on Unreal Engine from Epic Games as its core graphics technology. The engine, which is widely used in video games and virtual production, renders vehicles and virtual environments in real time.

AWS provides the infrastructure for rendering and streaming, so that users access the visualisations through a browser or app. The setup is designed so that large numbers of customers and interested parties can view the vehicles as a 3D live stream without installing specialist software.

"The goal is always to offer customers and interested parties a first-class experience that meets Porsche's luxury standards." said Langer.