MALVERN, UK – 12/11/2025 – Morgan Motor Company has unveiled a next-generation 3D vehicle configurator that solves the auto industry’s critical digital challenge: delivering a premium product experience on both mobile and desktop systems without the restrictive costs or latency of cloud streaming. Developed with digital agency Apache and powered by Wonderland Engine, the platform has opened a massive new sales channel, with over 50 percent of user traffic now originating from mobile.
Automotive OEMs face immense complexity in digital tools. A single vehicle can have millions of combinations. Historically, brands chose between high-end visualization – requiring expensive streaming servers or heavy app downloads – and simplified mobile web experiences.
“Automotive leaders were faced with a choice: force users to download an app, restrict them to PC, or pay unsustainable server costs to stream content,” says Jonathan Hale, CEO of Wonderland Engine. “Morgan has proven there is a better way. By using our highly optimised web engine, they deliver a showroom-standard experience that handles complex product logic directly on the consumer’s device – instantly and cost-effectively.”
Digital partner Apache selected Wonderland Engine because it uniquely handles large-scale web experiences efficiently on mobile browsers. Unlike “pixel streaming” video feeds, this approach renders the vehicle locally. This ensures the interface remains responsive even without a stable internet connection.
The business impact is immediate. Since launch, over 50 percent of potential buyers access the configurator via smartphones – a demographic previously unreachable. The tool now generates approximately 100 qualified enquiries per month.
“Our partnership with Apache is built on trust,” says Toby Blythe, CMO at Morgan Motor Company. “The result is a world-class configurator that allows customers to tailor their dream Morgan via a seamless experience on any device.”
Adam Vahed, CEO of Apache, adds: “We needed a tool that could handle the heavy lifting – logic, animation, and high-quality materials – without alienating mobile users. Wonderland Engine allowed us to deliver a premium 3D experience that loads quickly on the devices our customers actually use.”
About Morgan Motor Company
Morgan Motor Company has been handcrafting sports cars in Malvern, England since 1909 and is one of the world’s pre-eminent coachbuilders. Pioneering its unique blend of traditional craftsmanship and modern technology, every Morgan is handmade to order.
About Apache
Apache is a 30-year veteran in crafting immersive digital experiences, bridging creative vision and technical execution for global brands.
About Wonderland Engine
Wonderland Engine is the premier development platform for large-scale 3D web applications, empowering brands to build immersive, scalable experiences for the open web.