If when you think of Virtual Reality (VR) you mainly think of the big VR glasses with which you can play interactive 3D video games then you are not that far wrong. After all, gaming with VR glasses is how most people first encounter VR. However, if you ask a random person to name a business application of VR then the answer will take a bit longer. But that is not to say that companies are not working on it at all.
In recent years, the business use of VR in the Netherlands has seen a modest development, and we are now seeing companies discovering VR more and more. A number of companies have specialised entirely in VR and they are coming up with new applications such as simulations, virtual training and 3D animations that can be used by all kinds of companies for, in particular, marketing purposes or events.
Test drive your new car with a virtual test drive
But what about in the automotive industry? Car sales can be very erratic and it is often not easy for car brands to get people to the dealerships for test drives and new cars. We at Oponeo.co.uk wondered if VR is being used in the automotive industry, and if so, how it is being used to attract more customers, increase sales and thus sell more cars.
What about in the United States, for example? Here they are fairly ahead in the development and application of VR. From the US, therefore, there are regular reports of car brands using VR as a means of increasing test drives. A great example is the virtual test drive developed by Jaguar Land Rover to persuade people to take a real road test drive. When you visit one of their dealerships you get VR glasses on that give you an interactive preview of each new car model.
The car is hereby neatly introduced to you. You get your own virtual car where you can see the interior from all sorts of angles via animations. Just as if you had just stepped into the car. Only then, you just sit on an office chair with VR glasses on your head. 3D animations explain all the car's technical gadgets and you can test them as if you were sitting in them yourself.
Virtual showrooms - Take a test drive in your lunch break
Another way to use VR in the automotive industry are virtual showrooms. For example, Audi in London has a tiny showroom with four cars where you can test drive all the new Audi models with VR glasses. And it works well, because people order new cars in this showroom in which they have only done a virtual test drive. Just, during their lunch break.
Hyundai takes a slightly different approach with a pop-up showroom. This digital shop combines in-store, online and mobile platforms, so you can do everything online here: from booking a test drive to buying and financing a new car.
With VR, marketers in the automotive industry are particularly targeting a somewhat younger audience that does a lot of things via computer, tablet or smartphone. Toyota, for example, has an entire VR team exploring all the possibilities of using VR in automotive marketing. They experience that virtual test drives lead to more test drives on the road and that customers come to the dealerships better informed which makes them find what they are looking for faster.
How are tyre manufacturers using Virtual Reality?
What about in other branches of the automotive industry, such as tyre manufacturers? We were curious to know whether they are also using VR and how it is being used to boost tyre buying (online). Research shows that here, too, people are exploring and applying the possibilities of VR.
Car tyre brand Continental has already taken the first steps, using VR for an interactive brochure on everything to do with car tyres. This can be viewed with a special app on a smartphone or tablet. Continental is also using VR to offer an interactive 360° experience of its various tyre technologies.
Another example is the VR experience offered by tyre manufacturer Falken. This consists of a special video where you can drive around the Nürnburgring in Falken's Porsche as a co-driver. Including, of course, a pit stop to change the tyres. The video accompanies an app that allows you to look up dealers and watch videos about the brand, among other things.
The golden match
Whether automotive and Virtual Reality are a golden match remains to be seen. The fact is, however, that several car manufacturers abroad have now taken successful steps to make VR a regular part of their marketing campaigns. A number of initiatives have already proven their success for car manufacturers in countries such as the US and the UK. A large number of those manufacturers also have branches or dealers in the Netherlands. As a result, the Netherlands will also increasingly encounter VR at car dealers in terms of:
- Virtual test drives (including in concept cars)
- Virtual showrooms
- VR Promotional videos at events that raise brand awareness and increase the number of potential customers
Audi, for instance, has now started using VR in their Dutch showrooms for test driving. And yes, in doing so, you can also test drive a car you put together yourself, something that was hardly possible until recently.
At DAF's virtual showroom, you can crawl into the cab of the latest truck models. So you can immediately see how much space you have, what features are in the truck and what DAF's warehouse looks like. Also fun if you just want to know what it's like to be in a truck.
To wit
The application of VR in the automotive industry has been particularly successful in the US and the UK. With major manufacturers such as Audi and DAF also using VR in the Netherlands to increase sales and engage potential customers, it is not inconceivable that VR could become a value-added automotive marketing tool in the Dutch automotive industry too.
This blog has been written by Richard de Jong. View his profile here.
