Porsche is using mid-air haptic feedback to highlight features and allow customization of its new 2019 Cayenne Turbo.

Consumers may soon be able to customize a vehicle with the wave of a hand thanks to a partnership with ZeroLight. A demo of the technology is on display at the Digital Signage Expo in Las Vegas on Thursday and features haptic feedback without the need for gloves or devices.

According to an official press release, special UltraHD advertisement displays feature videos and images of the Porsche Cayenne Turbo. Moving one’s hand in front of the display will trigger haptic cues delivered “directly to their bare hands” through ultrasonic technology.

The interactive display allows users to customize the car with a myriad of options from color to dashboard features. During the demo, a user can scan a QR code that creates a dedicated microsite featuring their personalized vehicle, which can be personalized even more online.

The goal of this ad format, ZeroLight explained, is to encourage “active involvement in the experience, driving brand affinity whilst connecting public advertising to a wider retail ecosystem.”

Porsche is celebrating its 70th anniversary this year—a milestone reached by adapting to trends and emerging technology throughout the decades. On Wednesday, Porsche released a marketing campaign dubbed #SportscarTogether, inviting fans to share their favorite moments with the brand.

UK start-up ZeroLight is disrupting the car-buying process during a time when consumers spend more time online researching and less time in the dealerships. Other partnerships include a VR concept for Audi and a VR showroom for Pagani.

According to Bloomberg, US dealers spend $2.75 billion annually on interest just to keep new vehicles on their lots. Allowing consumers to customize and visualize options without the physical car present saves showroom space and money that can be used for marketing and customer experience solutions.