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Car dealerships are failing

Paul McSweeney 05 June 2019

The user experience should always be the primary driver behind sales. But on closer inspection, traditional car dealerships are failing. Many automotive businesses describe themselves as being in “significant financial stress”. But are they doomed to fail or could virtual technology bridge the gap and bring new life into an old industry?

Marketing and sales teams in the automotive industry have come up against new challenges in putting the customer at the centre of the business in the last decade. Many people seeking a new or used car are not enjoying the buying process of traditional car dealerships. People are put off by the aggressive selling and pressure to make quick decisions. It can generate a certain level of anxiety or discomfort that does sales teams no favours in selling cars.


Virtual reality showrooms

Dealerships are failing to truly showcase a the range/choice and personalization available to customer. Normally, these buildings only have space for several car models or colours. A virtual reality showroom, on the other hand, has limitless space for offering a truly unique user experience.

Consumers have options to customise any make or model in exactly the way they see fit. They can be fully immersed in the car’s experience, without it needing to be in the showroom. This is particularly useful for cars that haven’t even rolled off the assembly line yet.

In practice, sales teams can realistically demonstrate a specific colour on someone’s dream car, a customer’s idea for a modification that they need to visualise, or even explore different interior upgrade possibilities to potential prospects.


Feeling free

With virtual reality tools, customers in a UK showroom can interact with the vehicle in various scenarios or situations to generate a strong sense of freedom, adventure, and need. Users can virtually test their dream vehicle in the rolling Tuscan hills of Italy or breathtaking Swiss mountains. Even better, these virtual technologies aren’t exclusive to the showroom. Some can be used by customers in the comfort of their own homes, providing a sense of time and user control that a showroom cannot offer.

The bottom line for virtual reality and the automobile industry – companies can create virtual reality experiences to immerse customers into their brand universe. This is much more than a marketing gimmick though; it drives day-to-day sales volumes. Customers will begin to associate an easier buying experience with your brand, keeping them in your brand’s ecosystem for years to come.

The possibilities of virtual reality in the automobile industry are practically limitless. The technology’s applications go far beyond the dealership and help engineers with car conception and employee training. Along with the newly personalised and enjoyable customer purchasing process, these applications all go towards a greater user experience that drives sales in the automobile industry.

Never underestimate the impact your technology can have. Consumers crave a sleek, efficient experience. You can’t afford to have a subpar configurator. That’s why RealtimeUK delivers the best, like our Bentley Bentayga configurator – so you can be the best. Get in touch with me at [email protected] to find out more.