Vision.
AR Car showroom

The way people shop for cars has shifted dramatically. Gone are the days when customers relied solely on walking through a physical showroom, examining the cars in stock, and making decisions based on what they could see and touch.

Today, automotive shopping is increasingly digital, and one Ukrainian car retailer wanted to be at the forefront of this transformation.When they reached out to Onix, they envisioned a virtual reality (VR) showroom that could do more than just showcase vehicles. They wanted to offer a fully interactive experience that would let customers explore, customize, and even take luxury cars for virtual test drives—all without a single car being present.

Automotive
Industry
6 specialists
Team size
Ukraine
Location
3 months
Project duration

[ Business context ]

When the client first sat down with Onix, their need was simple but ambitious.

The automotive retailer’s physical space was limited, making it challenging to showcase their full range of luxury cars. Their customers were often left without the chance to see, let alone interact with, certain high-end models.

They came to Onix with a vision: create a virtual showroom where customers could experience these cars up close, customize them, and even feel the thrill of a test drive—all through VR.

“We wanted to give customers more than just a visual experience—we wanted them to feel like they were interacting with the car, even if it wasn’t physically there,” explained Mykola Makarevich, Onix’s CMTO.

This vision demanded not just innovation but a seamless blend of high-end technology, thoughtful design, and an understanding of what customers wanted to feel in their car-buying journey.

Building an experience that feels real

The project presented some unique challenges from the outset. Onix knew they weren’t just creating a standard VR display; they were crafting a digital experience that would have to feel as real and as immersive as a physical showroom.

Bringing Realism to VR Models

Creating lifelike, highly detailed 3D car models was the first hurdle. The models needed to capture everything from the texture of leather seats to the gleam of metallic paint. But high-detail models can drain device resources, especially on mobile AR platforms like Apple Vision Pro. Onix had to find a way to make these models realistic while ensuring they would run smoothly on mobile hardware.

Performance vs. Visual Fidelity

Achieving the right balance between detail and performance was crucial. The team couldn’t compromise on visual quality, yet they also needed to optimize the experience so users wouldn’t be faced with lag or interruptions while exploring the showroom.

Designing an Intuitive User Experience

For many users, this would be their first VR car showroom experience. The interface needed to be intuitive—users should be able to explore features without thinking too much about how to navigate them.

Creating Realistic Interactions

The client wanted customers to feel as if they were really there. This meant incorporating interactive elements like opening doors, sitting inside, and customizing colors, which presented additional technical challenges.

We take a holistic approach to design, considering every aspect of the user journey, from first impressions to final conversions.

Turning Vision into Reality

Performance Optimization Techniques

﹂Onix tackled the challenge of high-detail models by reducing the polygon count, ensuring the cars looked stunning but were easier on device resources.﹂To maintain visual fidelity, they carefully optimized the materials and shaders, using physically based rendering (PBR) to keep reflections and lighting as true-to-life as possible.﹂Pre-calculated lighting for static elements ensured smoother performance, crucial for seamless mobile AR experiences.

Crafting a Simple Yet Sophisticated Interface

﹂Onix created a minimalist, high-contrast interface that guided users naturally through the showroom. With simple icons for actions like opening doors, changing colors, or starting a virtual drive, they ensured the experience was intuitive from the start. “The key to a successful XR interface is simplicity,” said Makarevich. “Users shouldn’t have to think about how to interact; the design should guide them naturally.

Developing Key Interactive Elements

﹂The showroom came alive with interactivity. Customers could open car doors, sit in the driver’s seat, explore the interior, and see how the car would look in their choice of color. The most ambitious feature, though, was the 360-degree projection. Customers could enter the car, start a virtual drive, and watch as the real-world showroom around them transformed into a simulated driving experience.

User Testing and Refinement

﹂Onix conducted multiple rounds of user testing to fine-tune every aspect of the showroom. Users were encouraged to explore, customize, and interact freely with the cars, providing valuable feedback that led to refinements. Adjustments were made to the UI, 3D models were enhanced, and interactions were perfected.

[ Results ]

The final product exceeded expectations. The immersive VR showroom enabled users to explore luxury cars in unprecedented detail, customize various features, and enjoy a fully simulated driving experience.

Customers could visualize their dream car from every angle, right down to the stitching on the seats. The standout feature, the 360-degree driving simulation, added a level of excitement and engagement that went far beyond what any physical showroom could offer.

When Onix presented the completed project to the client, the feedback was overwhelmingly positive. The client was thrilled with the functionality and the experience’s immersive quality. Not only did the VR showroom meet the retailer’s initial goals, but it also offered a glimpse into the future of automotive retail.

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