Recently, we debuted our new series Under the Hood – where we take you behind the scenes here at Carvana. Our first episode focused on how our trademark car vending machines deliver vehicles with a coin and the push of a button. In the second, we explored our inspection centers and how our vehicles leave them ready to put pedal to the metal (at road-safe speeds, obviously).
Today, we’re diving into how the Carvana photo dome helps our photography team create a transparent, informative buying experience for customers.
Transparency Isn’t Just for Camera Lens – The Importance of Vehicle Photography
Complemented by a turntable and 360-degree lighting, the photo dome allows our photography team to take high-definition photos of any car, from any angle. The end result? An all-angles interactive preview that informs customers throughout the buying process.
We complement the 360-degree exterior tour with photos of the vehicle’s interior – shot with hand-held and mechanically operated cameras – that give customers the full run-down on any vehicle, inside and out.
“One of the things I like about our photo process is it gives us a chance to tell a story about each vehicle,” says Summer R., a Senior Photo Manager.
It’s also about transparency and helping customers make an informed buying decision. We notate any cosmetic damage or performance issues our cars encounter, so customers are aware before pulling the trigger.
“We call out our imperfections so that we’re transparent with the customers… make sure we really show you what the car is, not just getting beauty shots,” says Kelly M., a Senior Photo Specialist.
Coupling our photos with complete records of a vehicle’s accident and ownership history lets us put the buying power where it should be – in your hands.
Innovative & Efficient – Taking Vehicle Photography Up a Gear
The photo dome plays a key role in helping customers find the right car for them. But it’s not just about taking good photos – it’s about doing it in the most efficient way possible.
“We run our photo studios… 18 hours a day, five days a week,” explains Kelly. As a result, the photo dome needs to be durable and easy to operate.
“I think one of the coolest things about the photo dome is, many people think that it’s really hard to train – it’s actually the easiest part of our photo studio to change because it’s really automated,” notes Kelly.
With the help of vendors, our photography team can have a photo dome up and running in just a month. Automation plays a key role in keeping our photography team working at 100% efficiency. “The lights turn on, the door closes, the turntable starts moving, and then our cameras start capturing, all from one button,” Kelly explains.
Balancing storytelling with technical needs and know-how is no easy task – but our talented photography team makes it seem like one. With people like Kelly and Summer at the helm of our photography operations, we can’t wait to continue improving our customer experience and making good on our promise to drive you happy.
I’m just so grateful Carvana does believe in a quality photography experience because it gives us an opportunity to excite and inform our customers.
Summer R.
