Chrysler Group selected Bunkspeed’s 3D rendering applications to turn existing vehicle CAD data into photorealistic marketing images. In its March 11, 2008 announcement, Bunkspeed described a workflow that let Chrysler’s Engineering Graphic Illustration Group add colors, materials, lighting and photographic scenery to 3D vehicle models for print and web advertising. The announcement did not identify a dollar amount or percentage for the claimed savings.
What Bunkspeed tools did Chrysler select?
Bunkspeed said Chrysler Group selected its 3D rendering applications. A later report by Computer Graphics World identified HyperShot as Bunkspeed’s CGI application and listed Chrysler among the client case studies at SIGGRAPH. The available announcements do not specify which exact software edition or configuration Chrysler acquired.
The selection was announced by Bunkspeed on March 11, 2008, in a release reproduced by The Auto Channel. That release quoted John M. Borowski, manager of Chrysler’s Engineering Graphic Illustration Group (EGIG), describing a broader change in how the company created computer-generated vehicle imagery for marketing.
How Chrysler turned CAD data into marketing images
Rather than begin each image with a physical car and a photography location, EGIG could use a 3D vehicle model derived from CAD data as the starting point. Artists then applied visual treatments to produce the finished image.
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- Set appearance: apply colors and materials to the vehicle model.
- Shape the image: add lighting effects and photographic scenery.
- Prepare campaign assets: create imagery intended for print and web advertising.
Bunkspeed’s account presents this as a way for engineering and marketing imagery work to make use of existing digital assets and internal creative resources. It does not describe the exact CAD file formats, rendering settings, or handoff process used by Chrysler.
How the digital workflow differed from a vehicle shoot
| Production factor | CAD-based rendering described in the announcement | Traditional vehicle photography |
|---|---|---|
| Starting asset | Existing 3D vehicle model and CAD data | Physical vehicle |
| Production mode | In-house digital rendering by Chrysler’s graphic artists | Live photography, potentially involving a creative agency and location |
| Scene changes | Lighting and scenery could be manipulated, and scenes reproduced repeatedly | Changed scenes generally require adjustments to a physical setup or another shoot |
| Cost and turnaround | Bunkspeed claimed lower costs and quicker, more efficient image creation; it published no quantified Chrysler result | The announcement used agency, vehicle-shoot and location costs as points of contrast, but supplied no comparative figures |
| Learning curve | Bunkspeed said the learning curve could be as short as 15 minutes; Chrysler’s actual training time was not independently documented | Not stated in the announcement |
The main practical advantage was repeatability: artists could adjust a digital scene and produce variations without arranging another physical setup for each change. That does not mean every campaign image could be produced without photography or other production work; the announcement describes the rendering approach, not a complete replacement policy.
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Did Bunkspeed reduce Chrysler’s advertising costs?
Borowski said the software helped Chrysler create high-quality imagery “at a fraction of the cost experienced in the past” and that the group began realizing savings “almost immediately.” Those are statements in Bunkspeed’s 2008 announcement, not an independently reported financial analysis.
The release gives no savings total, percentage reduction, production volume, or turnaround-time measurement. It supports the narrower conclusion that Chrysler said the in-house workflow reduced reliance on agency work, live vehicle shoots and location costs—not a specific return on investment.
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How the Bunkspeed product line changed
On February 4, 2010, Bunkspeed announced SHOT, a next-generation product using mental images’ iray technology for real-time photorealistic rendering. The announcement described HyperShot as the earlier product. This establishes a later point in the product timeline; it does not establish that Chrysler migrated to SHOT or continued using Bunkspeed software.
Autodesk separately reported in 2007 that DaimlerChrysler used Creative Bridge consulting to reuse 3D digital assets and CAD data for digital prototypes and marketing materials. That is industry context about another workflow, not evidence that Chrysler used Autodesk Creative Bridge for the Bunkspeed project.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Is Bunkspeed software still available?
The cited announcements document Bunkspeed products and activity in 2008 and 2010, but they do not establish whether Bunkspeed software is currently sold or supported. They also do not confirm Chrysler’s present-day use of the tools. Treat the article as a record of a historical selection and workflow, not as confirmation of current product availability.
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Sources
- The Auto Channel: Bunkspeed announcement about Chrysler’s selection, March 11, 2008
- Computer Graphics World: HyperShot and SIGGRAPH report, August 13, 2008
- The Auto Channel: Bunkspeed announcement of SHOT, February 4, 2010
- Autodesk: DaimlerChrysler and Creative Bridge announcement, June 4, 2007
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