- ABOUT US _ Drive is an Automotive Design Consultancy building long term relationships with design-driven companies worldwide, designing products that enhance their brand's DNA and position in the market place.
Don’t offer options people don’t want and you’d rather not produce.
This may seem obvious but it is something that some car companies don’t realise they are doing.
In the rush to offer personalisation, freedom of choice or upgrade options, car companies offer a range of products and colourways, yet they have very little understanding of which combinations customers actually want. Potential customers who use the car configurator, create numerous colour and accessory combinations, yet very few of the specifications dreamed up will ever see it on to the road. Often because they realise they will be trying to sell the car in the future.
It is essential to collate the data from configurators, feedback of actual / potential customers, and real sales to understand which specifications are in high demand and which aren’t. It is also possible to understand where particular high value combinations are selling.
The sales data needs proper analysis to distinguish between combinations that are being promoted with special deals, and what are actually personal choice. The amount of colour, material and item options creates an incredible amount of data just for just the configurator – imagine the logistics required at every stage of the process through design, production and delivery, even for the options that are hardly ever chosen.
Understanding the market, helps to reduce the number of options, cutting production of low demand products or removing them from future car accessory lists, the customer will have a more focused and streamlined buying experience and the sales effort can be better directed.
The potential cost savings are immense; with higher margins if customers are ‘steered’ in the right direction through the design of the car configurator user interface.
Drive have been involved with numerous on-line car configurators, including design, creating visual content and overseeing the build.