While BMW uses augmented reality (AR) in their dealership to let users view their individually specced cars, Audi, on the other hand, is turning into virtual reality (VR) instead. Audi dealerships in Germany, followed by UK and Spain are deploying the technology across to allow customers to immerse themselves into the world of VR.
The VR experience will showcase Audi’s technologies intuitively and offer customers to immerse themselves in all things from the world of the four rings. To take it forward, Audi is integrating the VR experience with their IT systems as well.
“With the VR experience, we have developed a full-fledged sales tool for Audi dealers. It offers our customers more information and certainty when making their purchasing decision, as well as a special excitement factor,” says Nils Wollny, Head of Digital Business Strategy/Customer Experience at AUDI AG. “With this, we are taking the next step in our strategy to combine digital innovation with the strengths of the bricks-and-mortar dealership.”
Using the VR headset, potential buyers can configure their individual dream car and explore it in its finest detail where they can select from several hundred million possible models and equipment variants.
The visualization through the Audi VR experience is based on the construction data of the Audi models. An “x-ray vision” can, therefore, allow tech-savvy users to also take a look beneath the surface of the car, into the structure of its technical components. Future VR software upgrades will also offer demo features about Audi innovations that can be tested only to a limited extent during a real test drive – such as different light technologies at night and in poor visibility.
In addition, the VR headset offers customers the chance to experience special Audi moments – an expectation that more and more customers associate with buying a car. Racing fans can, for instance, immerse themselves virtually in the atmosphere of the Le Mans 24 Hours race: reminiscent of Audi victories at this iconic endurance race, the customer gets an up-close experience during a pit stop alongside the crew of mechanics.
Virtual reality is used by Audi in numerous areas of the company – from sales and technical development to automotive production. For example, the company uses VR headsets to train logistics employees for their assignments at the worldwide production plants of the four rings.
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