There's something deeply satisfying about configuring a product that presents itself differently with every option. Morgan Motor's online configurators for the Supersport and Plus Four let you do exactly that, and they do it beautifully. You're spinning a handcrafted British roadster in your browser, swapping out leather colors and wood veneers, watching light play across curves that haven't changed much since your grandfather was young. The whole thing runs smooth as butter on both desktop and mobile, which is harder than it sounds when you're pushing this level of visual fidelity.

The team at Apache built these using Wonderland Engine, a choice that pays off in load times and frame rates. The rendering holds up under serious pressure. Reflections behave. Materials read correctly. It's the kind of WebGL work where the tech disappears and you just see the car. No pop-in, no jarring transitions when you switch between paint options. Client-side, fully optimized, and running without a heavy backend propping it up. The constraint-based design is the interesting part. They didn't chase photorealism into the uncanny valley. They found the sweet spot where it looks good enough to make decisions and fast enough to enjoy making them.

If you've ever wondered how to ship a configurator that doesn't make mobile users wait, this is worth your time. Poke around both the Supersport and Plus Four versions to see how they handle different body styles and option sets.