When and How to use the online configurator in the Automobile Industry

In the Mass Customization (CM), the product configurator helps the customers to identify their individual needs and assists to transform these needs into a customized product. The objective of this paper is to verify relation between online configurators and their features with business variables of automobile companies. The sample consists of 134 automobile companies located in 31 different countries corresponding to 38.83% of the worldwide car production in 2008. The logistic regression (logit) confirmed the relation between online configurators and their features with the business variables. It also identifies the online configuration´s set of features correlating with an increase in the sale of vehicles.