Bespoke. Custom. Options. Specifications. Configurations. Whatever you want to call it, personalizing one’s auto during the vehicle purchase is the name of the modern ultra-luxury purchase experience. Now enhanced with video game technology, McLaren Supercar Configurators put the power in the hands of the consumer, taking their model and making YOUR ideal supercar.
McLaren has transformed what has previously been viewed as a “standard process” into an art form enhanced to be even more realistic for the singular production super cars. From Speedtail Exclusivity and MARC Configuration, to the array of in-dealer options to experience, your McLaren could potentially be made up of everything you like. No Compromises.
This real-time configurator takes video game technology to create “unprecedented levels of realism,” according to McLaren Automotive. Like most ordered goods, sometimes visualizing what the end product will really look like is difficult. That’s, in part, why the in-dealership/in-person experience is still very much relevant to auto contenders. You have experts guiding you and top-technology showing you.
MARC stands for the McLaren Automotive Real-Time Configurator. It helps customers for some of their most recent releases including the Senna and 600LT, visualize their vehicle in an almost-realistic way before delivery, ensuring they are 100% happy with their choices prior to ownership. MARC uses ultra photo-realistic detail and its a mark of McLaren’s digital pioneering spirit.
Though a measure of the clear technological success of the brand, MARC brought a couple of challenges with it.
‘Usually in a computer game when you represent a surface you represent a reflection on that surface in one way, but with clear coated carbon fibre the light reflects off the carbon fibre layer differently to the clear coat layer, almost like two reflections,’ says Doug Wolff, Partner Technology Manager at Unreal Engine Enterprise.
A bespoke client can still begin the process online choosing from different specifications on any of the McLaren Line Up. MARC then extends that level of detail from just paint color, wheel design, and trim to customizing your brake calipers, seatbelts, or a variation of a carbon fiber upgrade. Clients can see how they work together in amazing detail to ensure that their 1/1000 permutation is exactly what they envisioned for their supercar moment.
Speedtail Car Configurator
Road and Track recently were invited to take this specific configurator, only available to the 100 or so people who have purchased the new speedtail, for a spin. We’ve linked their full review here, but in short, the experience is “what dreams are made of.”
So are you ready to configure your supercar? Contact McLaren Dallas to learn more about our current in-dealership configuration experiences.