The customization level of vehicles is growing in order to deal with increasing user needs. Web browsers are becoming the focal point of vehicle customization, forming personalized market places where users can select and preview various setups. However the state of the art for the completion of the transaction is still very much characterized by a face-to-face sales situation. Direct sales over the internet, without sales person contacts, are still a small segment of the market, of only a few percent, for European manufacturers. This chapter presents an Intelligent DIY e-commerce system for vehicle design, based on Ontologies and 3D Visualization that aims at enabling a suitable representation of products with the most realistic possible visualization outcome in order to help prospective customers in their decision. The platform, designed for the vehicle sector, includes all the practicable electronic commerce variants and its on-line product configuration process is controlled by an ontology that was created using the OWL Web Ontology Language.
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