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CarDekho’s VR app heralds new-age interaction between manufacturers, marketers, sellers and consumers.
Virtual reality (VR), for so long considered an expensive novelty, is on the cusp of a real breakthrough. Not only is VR reshaping the way we game, work out, and practice medicine, the technology is finding its way in the auto world as well.
CarDekho, an online automobile portal has created an in-house VR app that provides customers with virtual guided tours of commercial vehicles, test drives and access to a lifelike experience as that in a showroom. And all this from the comfort of your home.
“Virtual Reality, when applied in the realm of the auto industry has the possibility of huge disruption in the entire value chain. That’s precisely what we have done with this app. Our team has created 3D CAD models of the vehicles and enabled the user to add accessories and visualize the car interiors and exteriors clearly,” says Nalin Kapoor, COO, CarDekho.
He strongly believes that VR will be a key driver in re-shaping customer-dealer interaction, resulting in enhanced reach at a lower cost.
Put those goggles on
Once a customer reaches a showroom, they are given a helmet mounted display that creates a computer generated world. The car images are then presented to both eyes separately, in the direction the subject’s head is facing. Since the car images are presented to both eyes stereoscopically, one experiences depth thereby enhancing the experience.
“Such models are tough to create as one has to build them pixel by pixel. We have used native software like XCode and Android Studios, which are powered by gaming software like Unity and other apps available in the market. Based on these applications we have built this VR experience for customers,” says Pawan Chawla, Head-Information Technology, CarDekho.
Once the model is ready, it presents a 360 degree, interior and exterior view of the car at the touch of a button. The app is so designed that it can reproduce highly accurate car sounds such as ignition, engine revving, and horn.
A voice-over feature in the app explains various features of the car and let the users interact with various components, just like physically checking out a car in a showroom. Customers can also download an app, or visit a dealer who has a video wall, and experience the feel and features of a vehicle they are interested in.
“Today we have a very traditional but effective model to do retailing of cars, bikes and commercial vehicles. However, we feel that at many places the sales and the after sales processes are broken. Solutions like these are also helping in optimizing them,” explains Kapoor.
For a dealer, apart from optimizing the sales processes, the VR solution also brings down the cost of a sale as they can now provide an enhanced and consistent experience with limited resources day in and day out. “It also reduces marketing costs. Overall, it is a win-win solution for all the stakeholders in the ecosystem,” says Kapoor.
