Utilization of Augmented Reality: Innovative Solutions to Enhance Customer Experience in the Automotive Industry
Anastasya Putri Maharani Dewi, Yudhistira Bayu Pratama, Adele B. L. Mailangkay · 2024
Augmented reality (AR) is a technology that combines virtual elements with the real world, thus creating a more interactive and immersive experience for users. This technology has a lot of potential to be applied in various fields, including the automotive industry. However, the application of AR in the automotive industry remains underexplored, particularly in how it can enhance customer experiences. The purpose of this research is to explore how AR can be an innovative solution to improve customer experience in the automotive industry, both in terms of products, services, and marketing. The method used is a literature study and case analysis of several automotive companies that have used AR in their operations. The results of this study show that AR can provide benefits to customers, such as improving safety, comfort, personalization, education, and entertainment while driving, facilitating the service and repair process, and attracting customer interest and loyalty through attractive showrooms and campaigns. This research also identifies several challenges and recommendations for AR implementation in the automotive industry, such as availability, compatibility, quality, privacy, and regulatory issues. This research is expected to provide insights and inspiration for automotive industry players to adopt and develop AR as an innovative solution to improve customer experience. This work delivers an AR-based application of Automobile Visualization, enabling customers to experience vehicles remotely, anytime, and anywhere, thereby demonstrating the practical implications of the research.