Could A Car Showroom Be Virtual In The Future?

Dentsu Aegis Network’s Carat and Isobar have launched the first-of-its-kind, mixed-reality car dealership for General Motors International. The brand’s first implementation of the mixed-reality application showcases GMI’s all-new Chevrolet Cruze and is the first automotive brand in Asia to use this at scale for car buyers.


The mixed-reality application provides an augmented dealership experience for consumers and allows anyone to virtually experience a car showroom anywhere and anytime. Called the V-Showroom, the application merges real and virtual world’s to produce new environments and visualisations in real-time, by overlaying augmented content that interacts with the physical space or reality it’s in.



As seen in the video, an iPad attached with a structural depth sensor can scan a physical space in real-time to place a 3D replica of the car virtually. Furthermore with the possibility to scale the replica of the car from life size to even a coffee table, the consumer can be shown how the car’s inbuilt features and technologies work for a fully-immersive showroom experience.


Yet some would ask, why would there be a need to explore a virtual car when a physical unit is better in most aspects? The experience is aimed at simplifying the consumer’s involvement when shopping for a car. And with V-Showroom’s virtual possibilities, location and size constraints of a typical car showroom with a full portfolio of car models would certainly pose as a challenge.


Having launched in May this year in 110 GMI dealerships across South Korea, V-Showroom is available in multiple languages and can be localised for future implementation across more markets.

What do you think? Is this a good idea for the restraints of space for car showrooms in Singapore? Share with us your thoughts in the comments!


Could self driving cars come sooner than expected? Click here to see how far we've come!

Also have you heard of Mazda's new G-Vectoring Control system? It's quite clever really. Click here to find out how it works!


*All images are screencaps of Chevrolet Cruze video from Isobar and are copyright of their respective owners.

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