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February 27, 2024

Luxury automobile companies sell cars online, woo their customers with AR and VR technology

Pooja Patel

COVID-19 has forced companies across the world to think of different ways to conduct business, keeping in mind factors like the lockdown, social distancing, safety and hygiene.
This gave birth to creativity, innovative solutions and a whole new level of virtual services. The automobile services, which is one of the most badly affected industries, has been taking the digital route.
Audi recently rolled out its digital sales and after-sales offerings, which include Augmented Reality, a 360° product visualiser and online bookings on the Audi India website and so is the log request for servicing of the car.
The most innovative initiative is the company’s Augmented Reality (AR) vertical on Audi India’s website. AR is being used aggressively by the German carmaker, helping a potential buyer get the look and feel of a model that they wish to buy. Audi was the first luxury car manufacturer in India to leverage Virtual Reality (VR), enabling Audi Q8 and Audi A8 L buyers to engage with and personalise their cars.

Read: In pictures: Celebrating 70 years of Porsche’s factory-collection tradition
Automobili Lamborghini
Keeping in mind the global pandemic Automobili Lamborghini used an innovative solution to launch their new car – Augmented Reality (AR). The Italian car manufacturer became the first automotive brand to use AR for the virtual launch of its new model, the Huracán EVO RWD Spyder on May 7. The global launch of the sports beast happened on its official website. The virtual experience enabled the viewers to rotate and expand the size of the vehicle on a 1:1 ratio and look closely at, both, its exterior and interior details. This virtual function will soon be available for the entire Lamborghini range.

The German giant Mercedes-Benz has been aggressively promoting its digital campaign called #MercFromHome. The automaker, which registered the sale of 2,386 units from January to March 2020, redefined its digital sales frontiers.
#MercFromHome offers hassle-free and transparent buying experience to the customers. Apart from booking the cars online and opting for a home delivery, there’s also ‘Live Mercedes-Benz Video Consultation Studio’ that includes customised and interactive e-demonstration of products and ‘online sales concierge’ that is operational from 10 am to midnight.

Read: BMW India launches one of its most expensive car, the M8 sports coupe, at ₹2.15 crore
Keeping up with the times, BMW too has moved several of its services to its website. Called the BMW Contactless Experience, the digital-first experience gives the customers all the benefits of a brick and mortar dealership on a click of a button.
From buying a new car to car services and registering used cars, all is being done from the comfort of the home. The European car maker launched its new flagship two-door coupé the M8 (Rs2.15 crore) digitally and is available through this contactless experience.

Read: How to care for your luxury cars in this lockdown





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