Automakers Build Showroom in an App

VENICE BEACH, Calif. â€" Automakers trying to reach young buyers face a conundrum: How do they sell a car to people who stay away from a showroom?

Morris May, founder of Specular Theory, displays an augmented reality car model on an iPad.

“They won’t come into the stores to educate themselves,” said Peter Chung, general manager of Magic Toyota and Scion in Edmonds, Wash. “They’ll do that online.”

More than half of the younger buyers surveyed by AutoTrader.com, a car-buying site, said they wanted to avoid interacting with dealership sales representatives.

In response, automakers like Cadillac and Toyota are starting to embrace technology that tries to take the showroom to the buyer. Known as augmented reality, it embeds images and videos in a picture on the user’s smartphone or tablet. The result is a far more detailed view of the image, often in three dimensions with added layers of information.

For example, when Cadillac introduced the ATS last year, it created a campaign in cities across the country that allowed observers to point an iPad at a chalk mural and watch the car drive through scenes like China’s mountainous Guoliang Tunnel and Monaco’s Grand Prix circuit. The goal was to grab the attention of potential buyers, especially younger ones, who would not normally think of Cadillac when researching new cars.

Later, Cadillac added the technology to its print advertising, pointing readers to download the brand’s smartphone application to view a three-dimensional model of the car. The app allows users to zoom in on the car and turn it 360 degrees by swiping their finger across the screen.

“It’s obviously different than going to a dealership, but at least it’s enough to engage with the vehicle in an environment where they’re comfortable,” said Arianna Kughn, Cadillac’s social media manager.

Audi has used the technology in its brochures and instruction manuals, while Toyota added it to a campaign with the computer-generated pop star Hatsune Miku to interest a younger audience in its 2012 Corolla and to increase the number of downloads of the automaker’s shopping app.

Other businesses are seeing an opportunity as well. Metaio, a German software company with an office in San Francisco, has worked on projects for Audi, Volkswagen and Toyota.

Specular Theory, based here in Venice Beach, is using Hollywood production techniques to create renderings that allow users to open the doors of a car that is not really there, peer inside and roam around, or take a test drive, merely by running their fingers over a phone or tablet screen.

Its founder, Morris May, is applying the expertise he developed over 20 years as a graphic designer on movies like “Star Wars: Attack of the Clones” and “Spider-Man 2” to redefine the way people view cars in the showroom, online and through mobile devices.

“We’re changing the way people experience cars,” Mr. May said, as he used his finger to open the car door of the virtual model displayed on his iPad, revealing the interior of the car, including the dashboard, steering wheel and texture of the seats.

Augmented reality to the uninitiated may seem like a bizarre sci-fi plot device but is actually accessible to anyone with a smartphone or tablet. Mr. May turned on his iPad and pointed the camera at a piece of paper that looked like a camouflage print, which concealed the code for what is called a target image. He trained the lens on the image and a three-dimensional car appeared on the tablet screen.

The technology offers cost savings to automakers. Traditionally, they spend millions when marketing a new model, on photo shoots or building a “cookie-cutter configurator” that changes the car’s colors or features on a Web site, Mr. May says.

When a new model is introduced, that work is scrapped, and the production team, which includes photographers, Web developers and media buyers, starts anew.

As an alternative, Specular Theory uses an automaker’s computer-aided design data to create material that is consistent across Web browsers, phone and tablet screens and showroom floors, where dealers can project and modify life-size, three-dimensional car models.

When an automaker makes a minor change to, say, the tailpipe of next year’s model, Specular Theory can eliminate the time and money spent creating a new campaign by tweaking data from the marketing materials.

Mr. May’s model uses the weight of the car and the tension of the springs to calculate how it drives, controlling the car with a joystick.

Specular Theory, which started six months ago, is still in its infancy but has landed Autodesk, which makes three-dimensional design software for a variety of industries, as a client.

A version of this article appears in print on September 2, 2013, on page B3 of the New York edition with the headline: Automakers Build Showroom in an App.

Q&A: Changing a Router Password

Changing a Router Password

Q. I recently received help from a tech-support desk for our modem/router. The technician needed the modem password to resolve the problem, and at the end of the session he suggested I change it to something “easy to remember.” Should I be concerned that the help desk technician knows the password? Should I change it?

A. Routers often come with default user names and passwords â€" often the generic “admin” and “password.” If you have not changed the router’s information from when you first installed the device, it is a good idea to do so right away. The default user names and passwords from major companies are fairly well known, which means intruders could easily gain access to your router and network.

Your service provider or router manufacturer should have specific instructions in the setup guide â€" or on the company Web site â€" for changing the default user name and password, along with other information about the router. Many routers broadcast the generic wireless network name (also known as the SSID, or Service Set Identifier) and you may want to change that as well. The out-of-the-box setting often contains the brand name and makes it easier for someone to guess the router’s default password if it has not been changed.

If you already changed the router’s information and are worried about the support technician knowing the password, just change it again. Simple passwords are easier to crack, so use a strong password (preferably one with a mix of letters, capital letters and numbers). Write down the new password and put it in a safe place so you can find it the next time you need to change it.

Streaming TV Over the Web

Q. How are these services like Aereo that stream broadcast television signals over the Internet actually legal?

A. Aereo says it uses arrays of tiny TV antennas assigned to each one of its users to create a unique copy of a broadcast on its servers. The company claims that viewing or recording a show over the Internet that was captured with this method is a private transmission and legally the same as someone using a rooftop antenna to pull in an over-the-air broadcast signal.

Despite the tiny-antenna defense, several major television companies have filed copyright-violation lawsuits against Aereo, and the legal battles continue. Aereo, however, is working to expand its $8 monthly service to new cities and subscribers around the country.

Another live-television streaming service called FilmOn faces similar legal challenges from broadcasting companies. Both services have gotten increased attention recently in cities where Time Warner Cable has dropped the CBS network â€" a move that has some viewers looking for alternative methods like indoor antennas and computer TV tuner cards to view CBS shows.

TIP OF THE WEEK Listening to an iTunes playlist while working on the computer can be relaxing â€" and you can even control some of the program’s playback functions without having to click back on the window. Both Mac OS X and Windows give you controls right from the Dock or Taskbar.

When iTunes is running in the background in OS X, right-click on its icon in the Mac’s Dock (or press and hold the left mouse button) to see a menu of playback controls like pause, repeat, shuffle, next and previous, as well as the name of the track currently playing. In Windows 7 and Windows 8, a miniature version of the iTunes window (with previous, play/pause and next buttons to click) appears when you move the mouse cursor over the iTunes icon in the taskbar. Right-clicking the iTunes taskbar icon brings up a menu showing options like recently played tracks and a shuffle command.

Personal Tech invites questions about computer-based technology to QandA@nytimes.com. This column will answer questions of general interest, but letters cannot be answered individually.