Luxury car manufacturer Pagani Automobili and ZeroLight have partnered for a pioneering online launch of the Huayra Roadster at the Geneva Motor Show.

It will be the first time that a vehicle has been launched using real-time 3D visualisation over the web.

It will take place on March 6 at 2pm CET.

Viewers will be able to digitally explore and configure the Huayra (pictured) in real-time using ZeroLight’s cloud powered automotive visualisation platform.

The microsite will give visitors complete control of a Huayra Roadster and be able to configure it, including choices of exterior and interior colour, trim and alloys.

Once created, personalised videos and stills will be available on social media.

“For those people not fortunate enough to be in Geneva for the launch of the stunning Pagani Huayra Roadster we are bringing the car to you to explore at the exact same moment it is revealed to the world’s press,” said ZeroLight chief executive Darren Jobling.

“The ZeroLight Pagani Huayra Roadster experience delivers personalisation in a truly original way that will become the standard for future automotive product launches.”

> View the online launch event at pagani.zerolight.com at the Geneva Motor Show