With the majority of customers visiting only one car dealership before purchasing a car, it is ever more important for car brands to be able to impress them and draw them to a Honda dealer. We were asked by Honda to bring their configurator up to date and to make it flexible to address different market needs. We delivered a global tool for their website, where users can configure a vehicle to their specs, and proceed straight to booking a test drive. Honda business model centres around the concept of factory built cars with pre-defined sets of features (tiers), to which some extras can be added in the dealership. This however doesn’t lend itself to configuring a car to individual specs, and can be an issue for some prospective customers that have difficulties understanding the differences between tiers. We approached the problem by generating several very distinct and unconventional approaches to tackle the problem, with some degree of artificial intelligence, which were qualitatively tested with real world users across the 5 key markets in Europe. It was quickly discovered that users were both confused by the choices provided by Honda and suspicious of any tool that attempts to help them, rather preferring clear information and the ability to explore at will.