Forums: Sam 'Ray Tracey' Lapere joins OTOY NZ team!
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It's just a multi-pass effect in 3ds Max. Go to Cameras -> target and choose motion blur from the drop down list under "multi-pass effect"
For each frame of the animation, 12 subframes are rendered which are blended together, producing a nice and soft blur even for quickly rotating objects such as the transformer in the screenshot you posted. Rendering with this kind of motion blur is only about 30 % slower than rendering without motion blur.
Here's the final render with motion blur:
And a real-time preview of the transformer animation with materials: