Eccentric Engine, the firm behind leading data and vehicle visualization platform ‘One 3D’, has revealed that 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. 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.
“By intuitively integrating the real and digital world with One 3D we are excited to createan unprecedented level of customer engagement for our OEM partners to understand evolving consumer needs and help them serve their customers better by offering world-class product visualization that can create surprise and delight and personalize their buying experience,” said Varun Shah, Co-Founder Eccentric Engine.
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%).
With adoption of solutions like Eccentric Engine’s One 3D, we are not only accentuating user experiences to the next level but supporting the automakers’ commitment to the health and safety concerns and responsiveness to changing trends”, Shah signed off
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.