Dealerships could cut the time and labour involved in advertising stock by using an autonomous drone capable of photographing, filming and publishing a vehicle online within minutes.
Ebbon Intelligence this week unveiled RALPH, which it describes as a world-first robotic visual imaging system developed specifically for the automotive sector.
Once positioned in front of a vehicle, the drone follows a pre-programmed flight path to capture exterior photographs and video. Its software then edits the footage, applies the dealership’s branding and sales messages before sending the finished content to its website and third-party marketplaces.
During a live demonstration, the entire process – including the operator capturing guided interior photographs – took four minutes.
Steve Larkin, managing director of Ebbon Intelligence, told AM that RALPH was designed to tackle the lack of consistency, speed and control that can characterise vehicle photography.
“Dealers need imagery that is accurate, consistent and of sufficiently high quality to represent both the vehicle and their brand. They also need to get it online quickly because speed to market directly affects the bottom line.”
Consistent vehicle marketing across every site
RALPH adjusts its flight plan to the dimensions of the vehicle being photographed, allowing the same system to handle anything from a small hatchback to a long-wheelbase van.
Ebbon Intelligence said it is also exploring ways of automating interior imagery in future but adds that these can be combined with the drone footage to create a single branded listing.
Dealerships can determine the number, angle and sequence of images required, while different media templates can be created for different vehicle types, brands or sales campaigns. Promotional slides and messages for products such as paint protection can also be inserted.
“The operator does not need to be a photographer or a salesperson,” Larkin added. “It could be a valeter using RALPH immediately after preparing the vehicle. That means dealerships can release salespeople to concentrate on customers while still producing professional content consistently.”
Measuring the dealership efficiency gain
Larkin said quantifying the saving for individual businesses could be difficult because many dealers do not fully understand the cost of their present process and is inviting retail partners as beta testers to determine this.
The commercial argument will not be limited to large dealer groups. Ebbon Intelligence said it had spoken to single-site retailers paying external photographers between £800 and £900 a week.
For larger groups, better control of branding and sales messages could ensure every site works to the same standard without relying on the photography skills of individual employees.
The system can also create different outputs from a single capture for dealer websites, marketplaces and social media, removing the need to repeat the photography process for each channel.
Subscription pricing to reduce upfront risk
Pricing has yet to be finalised, but Ebbon Intelligence is working towards a subscription model rather than requiring dealerships to buy the equipment outright. Larkin likened the approach to a mobile phone contract, with Ebbon initially retaining ownership of the drone and taking responsibility for support and replacement if technical problems arise.
Early adopter pricing is expected to be bespoke and deliberately attractive while the company gathers the operational data needed to establish a standard commercial model.
Ebbon will conduct a site survey, provide training and consultancy, and configure RALPH’s imagery, branding and platform integrations around each dealership’s requirements.
“We are not simply going to hand a dealer a drone and walk away. We will carry out a site survey, provide training and work with the retailer to make sure RALPH delivers the imagery, integration and commercial benefits its business needs.”
Dealer capacity and safety
RALPH incorporates obstacle detection and can be stopped by the operator if a person enters the flight area. It can operate outdoors, although photography would remain subject to weather and wind conditions.
Each battery can support around six or seven flights, while the launch package demonstrated by Ebbon Intelligence carried sufficient batteries to process approximately 20 vehicles without recharging. The main constraint on daily capacity is therefore expected to be how quickly vehicles can be moved into the imaging area.
Pricing has yet to be finalised but Larkin likened the approach to a mobile phone contract, with Ebbon initially retaining ownership of the drone and taking responsibility for support and timely replacement if technical problems arise.
Early adopters will be able to test whether faster listings, reduced employee input and more consistent digital presentation can produce a measurable return before the system is offered more widely.
Initial pricing is expected to be bespoke and attractive while the company gathers the operational data needed to establish a standard commercial model.