I began broad: what makes a configurator truly engaging across industries? Only later did it become clear Ferrari was the most interesting test case.

Starting broad

I compared Tesla, IKEA, Ray-Ban and Ferrari testing each configurator end-to-end. I wasn’t looking for car-specific insights — I wanted universal engagement drivers and friction points.

With this competitive audit, my goal is simple: map out what leading configurators (Tesla, IKEA, Ray-Ban, Ferrari) are doing well — and identify the gaps.

I’m using the audit template provided by Google, which includes columns for price, usability, features, and engagement.

“It didn’t take long to notice something odd: ‘Price’ is meaningless here. Configurators are free. That absence became my first turning point.”

Price as a strategic lever

If configurators don’t cost users anything, their value must be elsewhere:

• They teach users about the brand.
• They create desire without demanding a transaction.
• They collect preference data.
• They keep people coming back.

“This made me realize: most brands see configurators only as sales enablers for buyers, but they can also be long-term engagement machines for everyone else.”