Driving a shiny brand-new car can be one of the great pleasures of life. On the other hand, walking into a dealership and buying oneranks up there with public speaking and making awkward small talk on most people’s lists of nerve-wracking experiences. What if there could be a way to recreate the user experience by making it virtually enjoyable? Virtual technologies can help automotive brands make the dealership experience a game changer for both the consumer and the retailer. DS Automobiles, the premium brand of Groupe PSA, is leveraging virtual applications and virtual reality to deliver a visual and impactful sales experience to consumers that connects them to discover the new DS 7 CROSSBACK before the commercial launch. By using the “Virtual Garage” industry solution experience to fully support the reveal of its new SUV, DS Automobiles will transform their showrooms by offering “DS Virtual Vision” immersive virtual reality experiences for all of its cars.
This news was revealed in Dassault Systèmes’ press release in March 2017. Through the “DS Virtual Vision,” DS Automobiles can adopt an alternative retail format that helps to optimize dealership space and boost sales. By tailoring the 3DEXPERIENCE platform and using the “Virtual Garage”, the auto company can improve the speed, quality, and reach of their digital product promotions and customer engagement activities across all brand and product touchpoints. The DS 7 Crossback, which was unveiled at the 87th Geneva International Motor Show, used technology that allowed attendees to sit inside, walk around, and explore its selling points in a realistic environment, simply by wearing an HTC Vive head-mounted display. In this experience, the user is immersed in a photo-real, virtual environment that places them in control and allows for full-customization of their vehicle of choice. Such innovative virtual technology rejects the original and unpleasant notion most consumers have when going to buy a car by replacing it with something more engaging.
Following the Geneva International Motor Show, DS Automobiles plans to deploy “DS Virtual Vision” in its European stores. By utilizing the platform, automotive brands differentiate themselves and provide a fresh dynamic in their showroom experiences with the collaboration of virtual reality and customization in order to alter the customer experience. Through real-time personalization, shoppers are immersed in the discovery and purchase processes, even before a vehicle is physically available. Finally, the wheels are turning and driving the dealership experience toward the future of car-buying with the help of Dassault Systèmes’ 3DEXPERIENCE platform.
