You want wirefusion from demicron.

Demicron - 3D Configurator and Product Visualization Software

No flash, just java and a 3d program like 3d max. They have a free version that you can use on any site (commercial and non commercial) but it does not have all the functionality of the big boys (obviously). Although with the free version, you can do quite a bit with it.

I've used this in the past with great results.

DaK