Newspaper article The Journal (Newcastle, England)

Gateshead Tech Firm in Link-Up with Audi; TECHNOLOGY

Newspaper article The Journal (Newcastle, England)

Gateshead Tech Firm in Link-Up with Audi; TECHNOLOGY

Article excerpt


PIONEERING Gateshead tech company Zerolight has been named as a strategic partner to Audi following a year of growth and rapid technical advancement.

The business, which showcased the latest version of its virtual 'showroom' offering at the CES technology expo in Las Vegas recently, secured a contract to roll out its technology among the car manufacturer's 1,700 dealerships last year.

After boosting its capabilities to transform the technology into the fully immersive Audi VR Experience, Zerolight has now been appointed official partner for 'visualisation'.

"That's way beyond the role of a normal supplier," Zerolight CEO Darren Jobling explained.

"Audi have realised how important visualisation is going to be in retail in the future; people want to see the car they are actually going to buy and our technology allows just that.

"The strategic partnership is big thing for us and for Audi. What it means is that we are now almost like advisers to them on their approach to visualisation."

A spin-out of the Dunston-based Eutechnyx, Zerolight takes games technology and repurposes it for use within the retail world.

Aside from its success with Audi, the fast-growing company is also working with Pagani and has recently signed deals with two additional car manufacturers, one based in Europe and the other in Japan.

The past year has seen the business double its headcount from 30 to 60 - a growth rate it is hopeful of repeating in 2016.

At CES, a global consumer electronics and technology trade show, it attracted considerable interest from representatives from some of the world's top companies as its associate technical director Owen Watson demonstrated the VR experience.

Using a virtual reality headset and specialist headphones, participants are first 'transported' to the National Library in Paris, where they can sit inside a virtual R8 and configure it to their liking A trip to the moon follows, during which they can walk around the car and explore everything they could were it a real vehicle. …

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