Websites for automotive and performance brands.
Nobody rents a supercar or orders a performance build because of a spec table. They do it for the sound on start-up, the colour under street lights and the moment the car settles into a corner. Most automotive websites show a grid of photos and a form. I build sites where the car is a real 3D object, the visitor can paint it, and in some cases even drive it in the browser before they book.
Why automotive websites all look the same
Open five rental companies in Dubai, five dealers in London or five tuning shops in California and you will see the same page five times: a hero photo of a car at dusk, a grid of the fleet, a price per day, a booking form. The cars are different; the experience is identical. The only thing left to compare is price.
That is a strange outcome for an industry that sells emotion. The client who rents a performance car for a weekend is buying a feeling, and the client ordering a build or a wrap is buying a vision of their own car. A still photo cannot show the car in their colour, from their angle, at their speed.
There is also a timing problem. Enthusiasts browse late at night, from different countries, often long before they are ready to book. If the site gives them nothing to do except read, they leave, and your brand is one tab among twenty.
What a cinematic site changes
A cinematic automotive site treats the visitor as a driver, not a reader. It lets them walk around the car, choose its colour and, where it fits the brand, take it for a lap. Under the show sits a practical booking or enquiry flow.
- A 3D fleet or showroom - cars as real 3D models in a carousel, rotated by cursor or touch, each with the data that matters: top speed, grip, price per day or configuration notes.
- A live configurator (web application layer) - paint, wheels and trims applied to the model's material in real time, with the chosen specification passed into the booking, the test-drive request or the build enquiry.
- A browser racing game - pick a car from the real fleet and drive a track with arcade physics; a good time unlocks a reward tied to a real booking. Visitors stay, play and come back.
- Sound that is controlled - an engine sample modulated by speed, with mute, and muted automatically when the visitor returns to the page.
- Built for phones - orientation detection, on-screen joystick and pedals on touch devices, keyboard controls on desktop, and multilingual structures with right-to-left Arabic layouts available where your market needs them.
Everything is hand-coded, with compressed models and a performance budget, so the showpiece loads on a phone in the car park, not only on a studio desktop.
Three moments that start the engine
- The walk-around. The visitor drags across the carousel and the car turns under the studio lights. They stop at the rear three-quarter view, the one they would photograph in real life. That pause is where interest turns into intent.
- The paint change. They switch the body colour to matte green and the reflections change with it, because it is the material, not a filter. The car on screen is now their car, and the enquiry that follows carries that exact specification.
- The lap that pays. Late at night, they pick the car from the fleet and drive three laps of the canyon track. A good time unlocks a discount code and a QR code that opens the booking for that car. The visitor who came to look leaves as a lead.
Matching work
- VELOCE - a live concept for a sports and premium car rental company, built to show the full toolset rather than for a client. Five cars as real GLB models in a glass-cylinder 3D carousel with speed, grip and price per day; a live colour configurator that changes the body material on the model; and the "Canyon Track" racing game with arcade physics (grip, oil slicks, obstacles), three timed laps, a V8 sample modulated by speed, touch controls and a -5% rental code with a QR code generated in the browser. The whole fleet was generated locally, with no stock imagery.
- AURUM Residence - a live concept for a premium developer that pairs a 3D object with a sales flow: an interactive tower as the price list, a drone game that unlocks a priority code and an AI agent that books presentations. The same pattern fits a showroom with a concierge.
Open VELOCE on your phone and try the track. It is working code, not a mock-up.
How we work
- 1. Brief - a call about the brand, the fleet or the range, the buyer or renter profile, and the assets you have: photos, films, CAD or 3D models, booking system.
- 2. Free concept - a visual direction, usually with a moving preview of one car or the hero sequence, approved before any code is written.
- 3. Build - model preparation, configurator, game if it fits, booking or enquiry flow and languages, on a live preview link you can follow at every step.
- 4. Audit - performance on real phones, accessibility including reduced motion, privacy notes, structured data for search and AI engines.
- 5. Launch and care - domain, hosting, handover of code and accounts, new cars and seasonal offers added as the fleet changes.
I work remotely from Wrocław, Poland (CET), in English, with calls scheduled around the Gulf, the UK, Portugal, Singapore or the US.
Questions automotive brands ask
Where do the 3D car models come from?
From manufacturer or dealer assets where licences allow, from licensed model libraries, or from a model prepared for your specific cars. Every model is then optimised for the browser, compressed and tested on phones, as in the VELOCE concept where five cars run as GLB models.
Is a racing game on a business website a serious idea?
It is when it has a job. In VELOCE the game is tied to the fleet and ends with a discount code and a QR code that leads to booking the chosen car. The visitor stays longer, drives the car they are thinking about and leaves with a reason to book.
Can the configurator show our real colours and trims?
Yes. The configurator changes the material of the 3D model, so paint, wheels and interior trims can match your real options. The final choice can be passed into the enquiry, the booking or the test-drive request.
Will it work on phones?
Yes, and it has to. VELOCE detects orientation, offers an on-screen joystick and pedals on touch devices, keeps the car in frame on high-density screens and uses keyboard controls on desktop. I test on physical phones before launch.
How much does an automotive website cost?
Every project is quoted individually, because a rental site with a 3D fleet and a dealer site with a full configurator and inventory feed are different jobs. Send two sentences about the business and you get a free concept direction and a quote within 24 hours.
Let clients drive it before they book.
Tell me about your cars in two sentences. You get a free concept direction and a quote within 24 hours. Every project is quoted individually.