With the same underlying technology being used for all of these things, no matter where Ferrari wants to take its new car IP, it just works.
Ferrari’s real-time configurator
From the 812 Superfast to the SF90 Spider, every Ferrari is an example of excellence—both in terms of design and technology. Each one is unique in its range of innovations.For Ferrari, the experience a client has in configuring their new purchase is as important a moment in the customer journey as the decision to choose a Ferrari in the first place. “That experience must be as rewarding as possible, and also distinguished by its best-in-class technology,” says Reeve. “That’s why we chose Unreal Engine for personal one-to-one configurations made in our Tailor Made program, which is gradually being extended to all of our range on our online option.”
Ferrari Tailor Made is the exclusive Ferrari program for customers who want to customize every element of their car to create a one-of-a-kind vehicle.
This program, along with Ferrari’s Unreal Engine-powered car configurators, is part of a Ferrari ecosystem that hinges on an omnichannel approach. Wherever the existing or potential customer enters into the Ferrari world, thanks to the unified technology, they will feel at home.
Reeve says that the fact Unreal Engine enables production from a single workstation, accelerating ray tracing calculations, was one of the key reasons for Ferrari’s adoption of the technology back in 2017. “We saw notable savings in time and costs from previous options,” she says.
Success using Unreal Engine for its real-time car configurator prompted Ferrari to start experimenting with the technology for other parts of its digital ecosystem. “Innovation, in everything that it does, is a fundamental asset of the Ferrari brand, and technology is one of the driving forces behind it,” says Reeve. “The opportunities real-time technology provides us with today must be a part of our overall strategy—finding the most appropriate and meaningful applications, wherever they are adopted.”
One such application the brand has explored is in the burgeoning field of virtual production filmmaking techniques.
Virtual production for automotive
The launch assets for the Ferrari 296 GTB included three content pieces in which Ferrari spokespeople introduced various aspects of the new model. Ferrari decided that traditional production techniques alone would be insufficient to present the unique qualities of this new model, which featured a V6 engine in the range for the first time. “With real and unreal backdrops, the car itself became part of a world in which standard and realistic measures were no longer enough—the unreal ones took it to a completely new level,” says Reeve.
Source: Unreal Engine Blog