Competitor Benchmarking

Competitor Benchmarking

Benchmarking of any item involves a structured comparison between similar products, services or processes on some dimensions of performance. It can be used to compare the availability and delivery of features in a product, thus providing the basis of consumer tests and reviews.  Physical Digital® uses the industry-leading GOM 3D scanning systems employing structured blue light technology to provide a complete benchmarking service to our clients.


Automotive benchmarking

Distinctive vehicle feature branding is vital to make cars unique and competitive. Benchmarking against competitors’ cars enables designers to compare and strengthen or improve the potential of their own models. The tests and analyses carried out through benchmarking can provide the motivation for change and innovation in automotive design.

 Benchmark Image 2

Automotive benchmarking is a widely used tool to inspect competitor products and conduct market survey across a range of vehicles and is an essential part of automotive design.  Using the GOM industry-leading ATOS and TRITOP 3D scanning systems, Physical Digital has perfected a benchmarking process designed to capture as much data as possible in a short space of time whilst maintaining consistency and accuracy.   

The GOM 3D non-contact scanning systems represent the highest-accuracy solutions to data capture available, providing high-resolution, accurate, reliable and repeatable data.  

Potential features captured during the benchmarking process include but are not exclusive to: 

  • Full exterior

  • Full interior (visible components)

  • Full underside

  • Front row seats and travel box

  • Second row seats and movement

  • Third row seats and stowed position

  • All doors bonnet and boot in open and closed position

  • Glasshouse

  • Obscuration bands and screen wiped area

  • Steering wheel and travel box

  • Engine bay

  • Luggage area

  • Wing mirrors in open and stowed position

Other features can be captured depending on accessibility.  


The teardown is when the vehicle is physically taken apart to enable the capture of data which would normally be hidden by other components.  The difficulty across this type of project is ensuring that each scanned part is fixed in the global alignment of the vehicle.

Teardown Image 1

Partway through teardown of a vehicle benchmarking project

This problem is solved using the GOM TRITOP photogrammetry system to capture reference points on each part in relation to its location on the vehicle before scanning.  By performing several photogrammetry measurement at various stages of disassembly, Physical Digital can ensure that all final scan files are fixed in the global alignment of the vehicle.  The GOM ATOS optical scanning system is then used to digitally capture each part of the vehicle and produce a high resolution STL (point cloud) data file.

Teardown Image 2

The rear seats and engine are now extracted for complete teardown

Physical Digital offers a dedicated facility for benchmarking competitors' products in complete confidence. Based in the Midlands, at the heart of British automotive manufacturing, our benchmarking site ensures a hassle-free and reliable service for designers and engineers. At our facility we also offer an automated GOM 3D scanning cell, the ScanBox, providing fast, accurate and repeatable batch inspection of ten, a hundred or even thousands of components. 

To discuss your project and gain a free quote, please contact us or call 01483 750200 to speak to one of our expert team.

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