Trend Survey Report: 3D Tech and Vehicle Exploration

Trend Survey Report: 3D Tech and Vehicle Exploration

2020 saw a three-fold increase in digital vehicle exploration trends in 3D platforms by net savvy customers to make smart buying decisionsNew tech-platforms such as One 3D by Eccentric Engine and its underlying innovations, accentuate user experience in exploring cars virtually, this has brought a silent revolution and shift in consumer behaviourEmerging trends show significant consistency between customer buying decision tied to variants explored through the digital exploration to eliminate ambiguity NEW DELHI, March 31, 2021: In what seems to be a clear indicator of changing consumer behaviour, as many as 7.6 million Indians chose to experience the features of their next car in 3D on the internet in 2020.

This is more than a 300% growth in exploration than 2019, a trend analysis by Eccentric Engine, the firm behind leading data and vehicle visualization platform ‘One 3D’, has revealed. Eccentric Engine aspires to be synonymous with vehicle exploration in the new normal where consumers are leaning towards increasing digital consumption of content during the pre-sales stages. Their ‘One 3D’ Platform qualitatively & quantitatively collected rich consumer insights to understand the ‘when, where & how’ dimensions of the consumer exploration pattern.

.In a COVID-stuck year, with offline marketing and in-showroom promotion severely constrained, Eccentric Engine analysed and gathered insights from a sample of 100 million interactions deployed at select OEM online and offline touch points and over 5000 respondents across tier-1,2 & 3 cities nationwide — presenting an interesting pattern of consumers moving their experiential research of cars online enabled by technology and innovation. One 3D, the platform that aids digital exploration of cars, provides customers with an immersive digital experience of the car and its features, while sitting in the comfort of their home, office or any other location. It allows them to experience a 3D view of the exteriors and interiors of the car, to try out different colour schemes and explore different trims available. 

This is in sync with the larger global trend of car customers using digital first consumption of multimedia content and personalization.In the trend survey, while predictably, 51% of the sessions are from six top-tier cities—New Delhi, Mumbai, Pune, Hyderabad, Bangalore & Chennai, a surprise player that broke into the top ten cities was Lucknow which had 3% of the digital sessions. The trend seems to be spreading to smaller tier-2 & 3 cities nationwide, with the Tier 3 accounting for 9% of total sessions between 2018-20. Cities like Secunderabad, Udaipur and Imphal led the uptrend in 2020.

In fact, such enabler platforms like One 3D by Eccentric Engine can help make informed and smarter buying decisions with the visualization that brings accuracy and can eliminate ambiguity – consumers get to buy what they see.The consistency is reflected in the fact that as many as 91% of customers who purchased a car at a dealership after exploring it online (Online to Offline model – O2O) chose the same model at dealership as the one they had explored online. This holds invaluable marketing and product insights for the auto manufacturers.

The survey found that while in 70% of sessions, Indians explored their next car on mobiles, 25% did so on desktops. Most of the Indian users researched online between 12 pm- 4 pm, with Wednesday being the most preferred day. Perked up by the festive season, such exploration also saw a jump during the months of November-December.  Non-resident Indians in other parts of the world are making buying decisions for their family by exploring Indian make cars digitally for families back home. In 2020, out of the total 4.6% NRI sessions, 31% of the sessions originated from North America which explored cars virtually on One 3D, followed by Middle East (32%), Europe (10%), U.K.(5%), Australia ( 4%), Africa ( 2%) and Latin America (1%).

The data showed that Blue and White colours emerged the top shades of new cars explored by more than 40% Indian users and 35% preferred Grey, Brown and Silver. Red, Black and Orange were preferred by 15%.    The Indian Automobile industry reported sales of 24,27,883 units in total in 2020 and was severely impacted due to pandemic. But with innovations in online promotions and marketing, virtual car exploration and doorstep deliveries, it is hoped that 2021 with nearly 50 launches planned will be a game-changing year for Indian auto industry. 

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