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