Augmented Reality (AR) contributes to advancements in the automotive retail sector through applications in vehicle customization and user interaction. Traditional methods, such as physical prototypes or descriptive catalogs, are resource-intensive and may constrain visualization of customization options. This study presents an AR system implemented using Unity and Vuforia Model Target technologies to facilitate vehicle personalization. The Android-based application allows users to scan a single physical vehicle model and generate up to three concurrent 3D AR overlays, each representing variations in exterior colors and wheel designs. This configuration supports side-by-side visualization for comparative evaluation. Evaluation through performance testing and user studies revealed reductions in decision times and physical inventory requirements, underscoring the system’s applicability in automotive retail contexts.