How Car Companies use Augmented Reality in automotive
Digital transformation has brought in a paradigm shift in the way car manufacturers do auto marketing and persuade potential customers into buying the car.
With digital tools such as Augmented Reality, automakers are keeping their customers engaged and helping them in their car buying process.
We’ve already took a look at what car companies are doing in the Metaverse. In this blog we will learn how car brands are using augmented reality.
Brand Awareness and Interest
According to a research, 71% of the consumers use smartphones at some point during their first vehicle purchase. It becomes easier for people to compare not only the price but also the type, make, size of a car.
However, reading information on a flat screen or viewing images of the car’s exteriors and interiors doesn’t give users the information they need. Product visualization can take the information viewing to the next level by redefining the vehicle framework and engaging the customers.
Visualization of new car models
Augmented Reality is an excellent way for customers to overlay a digital model of car onto their garages or parking spots. Using the SLAM technology, customers can visualize the car’s interiors and exteriors such as bumper, windows, tires, dashboard and much more. Not only does it give users the immersive and interactive experience but enables confident buying decisions.
Moreover, instead of being a spectator, the customer can be at the driver’s seat and view every angle of its interior through a 360 degree gyroscope experience. For example, Jaguar Land Rover created an AR-enabled banner ad campaign which allowed customers to view the interiors of the car and tap hotspots to see more details on key features.
Engage and educate customers
One of the challenges that car makers face is to educate customers on the technical features of the car during the purchase. Traditional marketing collaterals such as brochures or pamphlets consist of diagrams and labels which aren’t easy for customers to comprehend. In such a scenario, brands can use AR to enable a virtual technician who can give an understanding of how a car works.
Additionally, car companies can look at AR as a way to keep the audience engaged for a longer period of time. With AR-filters gesture based car games, brands can let their fans experience the thrill of driving a car rather than just being a spectator. The more they are engaged, the more they will be pushed down into the sales funnel towards conversion.
Audi launched an WebAR experience on Instagram to let consumers experience its luxury all-rounder, Audi Q2, by allowing users to select a city and virtually drive through it.
Improve conversion
Traditionally customers travel to various dealerships to see cars, explore features and compare which model is right from them. All of these are critical steps in the car buying process. But now, customers can complete all these steps from the comfort of the home through augmented reality.
AR gives car companies the opportunity to bring a virtual showroom right in front of them and by giving them various car options to explore along with design and customization.
Furthermore, car dealers can let consumers scan any car model parked on a street or a garage through AR car recognition and fasten up the car buying process. Moreover, shoppers can change the color of the car, see the pricing and visualize different vehicle types and styles.
For example, Mercedes Benz has been using AR to offer an alternative to print material. The car owner can sit inside the car and scan the interiors to reveal various hotspots, which in turn provide more information on car features.
Post Purchase Evaluation
While AR can certainly help dealers in pre-purchase marketing campaigns, it can also be a great support after the completion of the sale. According to a research, 62% of customers aren’t contacted after a purchase, and that is the time when they are seeking for more information, support and service from the dealer.
AR can help dealers create campaigns that allows customers to know how to change a tire alone or how to check and top-up the car engine oil or any other maintenance tips. With AR, such information can be virtually overlaid onto a car and guide the car owner throughout the process.
Such a post-purchase marketing experience will not only help brands gain loyalty of their customers but also trigger word of mouth which will help car brands drive sales.
Augmented reality is an emerging trend within auto marketing and sales strategies as it creates new ways for customers to engage and interact with brands. Building a digital-portal type experience with awareness, engagement, delivery and post sale interactions would not only give car brands the competitive edge over others but also enhance customer’s satisfaction and loyalty.
