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If picking out a car off a lot is like picking out a handful of eggs from a basket, then assembling your perfect vehicle \u2013 fine-tuned to your specifications, BY you \u2013 is like picking out a few hundred grains of sand from the Sahara desert. At least, that\u2019s how ZeroLight\u2019s Barry Hoffman sees it. Hoffman shares this with Alan, and other philosophies about XR as a great asset to the automotive industry.\n\n\n\n\n\n\n\nAlan: Today\u2019s guest is Barry\nHoffman from ZeroLight. Barry is the chief strategy officer of\nZeroLight, a leading real-time visualization company in the\nautomotive industry. He has a background with telco, gaming,\nautomotive, and data science, and interactions with CRMs being the\nmajor thread in his career. At ZeroLight, Barry is responsible for\ntheir US operations, and also leads strategic partnerships and\nZeroLight. This company, just so you know, is really incredible.\nThey\u2019ve taken virtual and augmented reality for the automobile\nindustry to the next level; from AR apps where you can see cars in\nyour living room, to full VR simulators where you can drive the cars\nand see what they interact like. It\u2019s an incredible company, I\nsuggest you check it out at zerolight.com.\n\n\n\nBarry, welcome to the show.\n\n\n\nBarry: Nice to be here, Alan,\nthank you for inviting me.\n\n\n\nAlan: It\u2019s my absolute pleasure.\nI\u2019ve been a huge fan of your work for a long time. You guys have done\none car after another \u2014 I think one of the ones that I saw on there\nwas a Pagani. It\u2019s just, I\u2019m a carhead as well, so being able to see\nthe work that you guys are doing and making things look photo-real is\njust incredible.\n\n\n\nBarry: Yeah, that\u2019s true. You\nmentioned . It\u2019s funny because it\u2019s quite a known car, of course \u2014\nthey only make 100 of series, like how the Pagani Huayra Roadster, I\nbelieve there were only 100 made. But the funny thing is that all\nthose 100 were sold digitally first. So, there is no real car\navailable. If you think about the starting price of $2.3-million,\nit\u2019s sort of like a digital-reality sales case of $230-million. It\u2019s\nsomething, if you do the math, how incredible that is.\n\n\n\nAlan: So what you\u2019re saying is,\nZeroLight contributed to probably the largest use of VR for an\neconomic benefit ever.\n\n\n\nBarry: Yeah, that\u2019s true. This\none is, of course, flipped to VR and especially screens, because a\nlot of the clientele will want to use it on screens. I would say\nPagani is definitely a case like that. Audi, we definitely\ncontributed to that part. Most recently, we released a Cadillac in\ntheir showrooms as well, with VR. \n\n\n\n\nAll these different car manufacturers,\nthey tell their story differently. They have different brands, and\nthey use the technology differently. That\u2019s the coolest pitch, and I\nlike instead of just saying, \u201cokay, there\u2019s one type of showcase,\nand this is how you do VR.\u201d That would be the same as, \u201cthere\u2019s\none type of app in the App Store, and that is all you can do.\u201d It\u2019s\ncool to see this diversity, these ideas coming out of all these\ndifferent clients, and then working together with them and turning\nthat into their story. And not just their story \u2014 because that would\nmake it only a brand experience \u2014 but also a buying experience,\nbecause a lot of things of what we do is on the high-end\npersonalization side, like what you just said. Pagani has 18,000\nparts, and all those 18,000 parts can be changed into something\nunique. That\u2019s the ultimate buying experience, I almost say.\n\n\n\nAudi, for instance, if you take their\ncustom build program, I believe there\u2019s