What Is a Car Configurator? Why It’s Revolutionising the Car Buying Journey

In today’s digital-first world, more car buyers are turning to online tools to explore, compare, and even personalise their future vehicles. One of the most powerful tools leading this shift is the car configurator — a digital interface that lets users customise a vehicle's features in real time. From choosing paint colours and wheel styles to selecting engine types and interior trims, car configurators are reshaping the way people shop for cars.

In this article, we’ll break down what car configurators are, how they work, and why they’re becoming essential tools for both customers and automotive retailers.

What Is a Car Configurator?

A car configurator is an online tool, usually hosted on a manufacturer's or dealer's website, that allows users to build and customise a vehicle to their specifications. Think of it as a virtual showroom where you can visualise your dream car before ever setting foot on a dealership floor.

Users can typically adjust:

• Exterior colour

• Interior materials and trim

• Wheel and tyre combinations

• Performance and engine packages

• Technology and convenience features

  
  

This interactivity helps customers feel more connected to their future purchase and provides a clear sense of what the final vehicle will look like.

Why Car Configurators Are So Popular

Car configurators serve multiple purposes. For customers, they offer control, transparency, and a personalised experience. For dealers and manufacturers, they act as powerful sales tools that increase engagement and lead quality.

1. Enhanced Customer Experience: Buyers can explore all options at their own pace, on any device, 24/7. This freedom leads to a more satisfying shopping journey.

2. Better Lead Qualification: By the time a customer reaches out, they already know what they want, making sales conversations more productive.

3. Increased Upselling Opportunities: Users often add premium features during the customisation process, increasing the average order value.

4. Higher Engagement Rates: Studies show users spend more time on pages with interactive elements like configurators, reducing bounce rates.

Real-Time Visualisation: A Game Changer

Modern car configurators often use 3D rendering and 360-degree views, letting users see real-time changes to their car as they select different options. This isn’t just a gimmick — it’s an immersive experience that builds excitement and confidence in the product.

Some advanced configurators (like the ones developed by Autoviewpoint) are also embeddable and mobile-optimised, meaning they work seamlessly across platforms and dealer websites.

Why Your Dealership Needs a Car Configurator

As more of the car buying journey moves online, dealerships without a strong digital presence risk losing leads. A professional, responsive car configurator doesn’t just look impressive; it adds real value to your website.

Benefits for dealers include:

• Increased time-on-site and conversions

• Differentiation from local competitors

• Data collection on customer preferences

• Support for remote sales and hybrid experiences

Examples of Great Car Configurators

Many luxury and performance brands use advanced configurators as standard. But now, even smaller manufacturers and niche brands are adopting them. Whether it’s a digital twin of a Lamborghini Sesto Elemento or a GT40-style replica from AK Sports Cars, configurators can showcase any vehicle in detail.

Autoviewpoint, for example, has developed configurators for:

• Custom kit cars

• EVs like the BYD Dolphin Surf

• High-end supercars and collector editions

  
  

Final Thoughts

Car configurators are no longer optional extras; they’re must-have digital tools for modern automotive retail. They empower buyers, support remote selling, and help dealerships stay competitive in a fast-changing landscape.

If you're looking to implement a custom, mobile-ready configurator for your dealership or brand, get in touch with the team at Auto View Point.

FAQs

Q: What is a car configurator?

A: It's a digital tool that allows users to customise a vehicle online by selecting various features and visualising them in real time.

Q: Do car configurators increase sales?

A: Yes. They help generate higher-quality leads, improve engagement, and often lead to increased upselling.

Q: Can small dealerships use car configurators?

A: Absolutely. Affordable and embeddable solutions are available for businesses of all sizes.