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South Africa: Cruden’s ‘Hexathrill’ race simulator as a transportable rental attraction for brand engagement events


Cruden, the world’s leading professional, motion racing simulator company, has sold its first Hexathrill simulator into the entertainment rental market. Imajinn, a Johannesburg-based technology experience company, purchased the most affordable, compact, lightweight, professional simulator in response to opportunities from the company’s African client base. The Hexathrill is making its first outing this week on the show stand of a global car manufacturer at the Johannesburg International Motor Show (October 8-16, 2011).

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Launched last year, the Hexathrill race simulator uses the exact same advanced technology as the professional simulators Cruden supplies to the world’s leading motorsport teams and automotive researchers. It was designed specifically for the needs of attractions and rental customers as a smaller, transportable race simulator that delivers a faster return on investment.

“Imajinn is renowned for seeking out unique, out of the ordinary solutions to advertise brands and build high tech solutions that catch the eye and ensure the message gets across, ” says Glen Roerig, CEO of Imajinn / Global Mouse (Pty) Ltd. “We are excited to be adding the Cruden Hexathrill simulator to our offering – its virgin territory for the continent. Our investment is already paid back in orders for this year and next. Thanks to the simulator’s flexible operating software, we will be able to use our in-house expertise to customise the content according to our customers’ requirements, with full support from Cruden.”

Says Frank Kalff, commercial director for Cruden: “Cruden is receiving increasing interest from production and marketing activation companies across the globe, on behalf of their clients. It’s not just automotive companies that see the simulator as a tool for brand excitement events; we have worked with banks, telecoms companies and technology retailers and welcome selling directly to companies like Imajinn who know how best to compile and deliver these experiences.”

Hexathrill is an evolution of the renowned Hexatech simulator (Hexa refers to the six degrees of freedom that deliver full motion) and boasts the same Cruden accurate force feedback and motion-cueing technologies. The simulator’s footprint requirement, weight and height have been reduced by 30 percent or more, making Hexathrill much easier to locate and install. Hexathrill will comfortably fit standard room heights of around 2.5m and is less restricted in terms of floor loading, meaning it can be situated on higher storeys. The efficient design has enabled Cruden to launch the new Hexathrill beneath €100, 000, providing unprecedented affordability for a professional motorsport simulator. Hexathrill is as durable and reliable as the Hexatech, offering unlimited repeatable performance over years without major overhaul.

About Cruden

Cruden is the world’s leading designer and manufacturer of professional, interactive, motion-based racing simulators. The company develops the most high tech, realistic and accurate professional equipment for the top levels of international motorsport, including Formula One, as well as vehicle manufacturers and their suppliers. The same package is then made available to the global attractions market and to private individuals to create a motorsport experience which simply does not compare with ‘games’ machines on the market. Cruden’s heritage is in the development of professional simulators for the aerospace, marine and automotive industries. Originating from Fokker Aircraft Company, the company was FCS Racing Simulation before becoming Cruden in 2006.

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