The future of car buying lies in 3D configurators
Whether classic combustion engines or more environmentally friendly alternatives: It's not just the way our cars are powered that will change, but also the way we buy our new car. Welcome to the world of 3D configurators.
I've always found the automotive industry very exciting. Maybe that's because I'm from Munich. But more likely it's because I work in the field of digital transformation. As a result, I spend a lot of time dealing with headless e-commerce and its amazing potential. The following developments will turn the industry upside down in the not-too-distant future.
How we buy cars – the revolution is imminent
For most products, the first step in making a purchase decision is to go online. Which cars do I like and roughly how much do they cost? You get a first impression on the web. This image can already be very precise today and will reveal many more details in the future, including a digital test drive.
3D configuration: Mobile and in real-time
Car buying is increasingly transcending the traditional boundaries between the physical and digital worlds. At the heart of this change are 3D configurators: Cutting-edge tools that allow potential buyers to configure their personalized dream car in breathtaking detail. You choose colors, tires, interior features, and whatever you want and bring your car to life with a real-time visualization with every click – all from the comfort of your cell phone.
The automotive industry is lagging behind the technology
Technology already offers great opportunities for uncomplicated applications that allow you to configure the perfect car quickly and easily. At the moment, however, the automotive industry is lagging behind the technological possibilities. Common hurdles include the use of outdated technologies, weak e-commerce systems, poor integration into the IT and production landscape, and server-side renderings.
However, with the advances of headless e-commerce systems and the move to clientside 3D renderings, we are on the cusp of a new era in automotive sales with huge opportunities for innovation.
When a user requests a web page, this is sent to the server in Serverside Rendering (SSR). The server carries out the entire process of creating the HTML page.
With Clientside Rendering (CSR), the HTML code is generated in the user's browser. After initial loading, many interactions can take place without renewed server requests, making the user experience faster and smoother.
Even the pioneers are not exploiting the full potential
Companies such as BMW and Audi were pioneers in this field, developing the first interactive 3D configurators that allowed customers to explore and customize their vehicles online before buying. This innovation marked a significant change in the way we engage with products. Simple photos and specifications became interactive, customizable 3D models.
Today, much more is already possible. But hardly any car manufacturer fully exploits the potential of a 3D configuration. Although manufacturers perfectly meet the prerequisites for investing in this technology (low-profit margin, high customization and cost per sale, deep supply chain integration), they prefer to sell their vehicles the old way and miss out on offering a first-class digital experience.
Because even the pioneers do not have clientside rendering and do not use multiple clients. This means that they are not able to deliver customized solutions for different driving experiences and contexts. It's a shame, as so much more would be possible today.
The problems are well-known
3D configurators in the automotive industry have already significantly changed the way we buy cars. But despite great progress, the industry keeps running into the same problems:
Poor latency and visualization delays: Reliance on serverside renderings often results in a less responsive user experience, with noticeable delays in visualization as each interaction must be processed on the server.
High costs and scalability issues: The high demand for server resources to manage individual user sessions leads to high operational costs and challenges in scaling the technology.
Network dependency: The quality of 3D visualization can suffer with slower internet connections, which negatively impacts user engagement.
Limited interactivity: The configuration limits the complexity of possible interactions and offers a rather static experience that does not fully exploit the potential of 3D technology.
The solution: Headless e-commerce and CSR
With headless e-commerce, the back end (data and functions) is separated from the front end (the user interface). This enables more flexible and efficient handling of user interactions. At the same time, Clientside Rendering (CSR) improves responsiveness and reduces the latency of visualizations – the overall user experience is improved.
I really recommend a modern system. With Saleor, for example, you will be able to overcome any technological hurdles.
Advantages of headless e-commerce
Headless e-commerce represents a paradigm shift in the development and operation of sales platforms in the automotive industry. By decoupling the front end from the back end, headless e-commerce offers:
Flexibility: Brands can offer personalized experiences and optimally tailor the user interface to the needs of their clientele.
More experiences: Extension from a web configuration to individual user contexts, including MR/AR, showroom, and more.
Integration: Easier integration with other systems and platforms and better scalability, as changes to the user interface do not require backend adjustments.
Advantages of Clientside Rendering (CSR)
The transition to Clientside 3D Rendering eliminates many of the limitations of Serverside solutions. This approach offers several key benefits:
Scalability: By distributing the computing load across users' devices, you significantly reduce scalability issues and the load on the central server.
Interactivity: CSR enables dynamic and more complex interactions that improve user engagement and experience.
Cost efficiency: Lower operating costs are possible as less server power and maintenance are required.
Lower latency: Direct interaction without noticeable delay as rendering takes place on the user's device.
Conclusion: The turning point of the automotive industry is approaching
The synergy between advanced 3D configurators, headless e-commerce, and clientside renderings is setting the stage for a revolution in automotive sales. This combination paves the way for a future where the car buying process can be more interactive, personalized, and satisfying than ever before.
New sales and marketing strategies have unprecedented potential to captivate and inspire consumers. Personalized and interactive shopping experiences increase customer satisfaction and loyalty.
The integration of virtual and augmented reality in 3D configurators also enables an even more realistic and detailed product preview. By integrating a simulator, you can offer your customers the opportunity to take a virtual test drive in their own customized car.
The limitless technological possibilities are there. The industry just needs to rethink its outdated approaches.
Further tips for car dealers
Finally, I would like to give you 3 more tips:
Integrate your configurator deeply into your existing infrastructure in the areas of design, marketing, sales, production, and service. A digital image of your product will help you at every stage of your process.
Use multi-store and multi-market approaches to create individual experiences for different user groups and different markets.
Make use of Generative AI. AI-supported design, sales, and support functions reduce your costs and increase the quality of your 3D configurator enormously.
Do you want to lead the evolution and offer digital experiences that set you apart from the competition and leave nothing to be desired by your users? Let's talk!
