The German car manufacturer Audi uses virtual reality (VR) and augmented reality (AR) to offer its customers a more appealing sales experience.
The company has long experimented with VR to see how the technology can be used effectively. Meanwhile, the team in India has been tinkering a little more to develop a personal touch-and-feel experience for car purchase.
They have built a digital offering that acts as a virtual car configurator. Users can put on a headset and view detailed life-size car models while choosing a specific color and configuration.
With the VR headset, you are immediately transported to the virtual Audi world, where the latest model is in the immediate vicinity. So you can point your finger at the faster wings and spoilers or try out the subtleties of the spikes on the hubcaps.
The Head-Mounted Display provides a simulated visual environment in which you can view the car in its entirety. The stunning technology developed by the Indian team allows users to intuitively move around the vehicle within the virtual world.
Putting on the headset also helps to shift the focus to the geometric complexity of the current model. The improved visual quality shows a clear visual appearance, both inside and outside the vehicle.
The realistic lighting, reflections on the bonnet, opening and closing doors, switching on the headlights, bumping out of the mini-fridge should be fun. With the AR headset, users can explore and even customise current and classic Audi models, right down to the colour of the inner seam on the driver’s seat. The technical application is currently being introduced at all dealerships.
Audi is just one of many global brands that have actively adopted VR and AR in their marketing practices. The company clearly recognizes the great potential of these technologies and wants to stay ahead of the times.
Great potential.
Customers today are looking for cars that are intelligent and highly individual, says Balbir Singh Dhillon, Head of Audi India. “Digitalization is one of the most important pillars and the future of Audi in India. We want to improve the customer experience in all phases of interaction with the brand and across all touch points,” he added.
With VR, Dhillon continued, the company wants customers to experience every detail of their individually configured car. AR allows them to view their Audi in the comfort of their home or office environment “on a miniature digital device.
The Audi India team configured the master car models as the basis for the visualization. As they contain every single plate, securing, fastening and screw, the image in front of the user is all-encompassing.
From the exterior paintwork and rim design to the leather upholstery, interested parties can customize their vehicles. Audi makes these services available at suitable locations.
Importance of personalization.
According to Dhillon, a large proportion of car buyers in India expect their favorite brand to be more than just a car. “Audi has recently observed that the concept of individuality is quickly finding a new audience and customization is the answer to strong personalities looking for new opportunities,” he says.
The brand also offers a range of features and configurations that allow further customization. Buyers can choose from a variety of features to enhance the look of their Audi, Dhillon adds.
Audi Exclusive offers a range of colors that provide the right tone and feel to match the customer’s choice. They can also opt for features such as a Bose or Bang & Olufsen sound system alongside the comfort seat configuration to take the definition of luxury to the next level.
It’s no wonder there’s a huge demand for tailor-made cars. Dhillon says that the most sought-after option is the Executive rear seat package, which offers an “airline-like business-class experience” in terms of comfort. The brand also offers various shades of leather that can be customized.
Audi recently delivered a tailor-made Audi RS 5 to a young perfumer in New Delhi. “He wanted his blue Audi RS 5 to reflect his personality,” recalls Dhillon.
The company added red brake calipers, RS-look carbon inlays and a matt aluminium exterior styling package to complete the package. As he says, today’s buyers are not only looking for accessories such as custom paint finishes, but want to choose from a wide range of intelligent solutions that are at the heart of the riding experience.
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