Toyota follows in third place, with a configurator whose wide range of comparisons extends all the way to the option packages.
Renault does not score too well.
Among the French manufacturers, Citroën and Renault are in the top 10, with Renault in particular offering a wide range of services and accessories as well as interesting financing options, but the advantages of the options are not emphasized much and are therefore not perceived as strongly.
The configurators of PSA brands lack both filters to guide the buyer and mechanisms to promote upselling. However, they are pleasant to use, fast and functional.
A total of 25% of buyers buy from a brand whose configurator they have previously used.
Many configurators lack relevant representations of equipment levels, option packages or even the visualization of the vehicles configured by the Internet user. According to Simon-Kucher, 25% of buyers end up buying a brand that they discovered while researching on a configurator.
Another area for improvement is the recommendation of higher quality (upselling). A source of significant margin improvement, the invitation to buy more upscale, comfortable and sporty cars is now made easier by technology, yet it is usually forgotten or underused by manufacturers.
Similarly, recommendation-based add-on sales programs (“Internet users who bought this product also bought…”) are useful for both consumers and brands and have proven successful in other areas of online commerce. However, they are often missing from car manufacturers’ websites.