In my previous job I built and oversaw deployment of many HTML ‘car style’ configurators. These are not new in any way and Volvo even have one live on their EU website and via certain apps. These configurators allow you to choose the perfect vehicle, customising the paint job, interior, wheels and other extras before viewing the result as a 3D render (in most cases static image or sequence allowing you to rotate the car on one or two axis).
Given how cheap consumer VR has become many car manufacturers are bringing this technology out of the factories and into the showrooms.I recently held a VR demo day at Volvo’s creative agency in Sweden, AKQA, and built a concept car configurator in VR. I created a simple style alternator that allows you to cycle a few wheels and colours. The idea is that in a Volvo showroom a potential customer would be able to customise and try a vehicle before ordering it.