A number of car makers have experimented with using immersive technology such as virtual reality (VR) and augmented reality (AR) in order to engage with potential customers. Mazda are also embracing this trend, and are teaming up with shopping centre company Intu to bring a VR driving experience to five UK shopping centres.
The retail tour will give customers an opportunity to experience a virtual test drive of the Mazda MX-5 or the Mazda CX-5, wearing a VR headset whilst seated in each car.
The test drive experience will take potential customers up into the winding roads of the Italian Alps for MX-5, an area widely recognised amongst car enthusiasts for its excellent driving roads. For customers who choose the CX-5, they will be taken to the famous Longcross test track in Surray to see what the car is capable of.
Customers who visit the Mazda stand can also asks for an interactive brochure to be sent to their smartphone, book a test drive or get more knowledge about Mazda’s range. Refreshments will also be available from the Mazda Coffee truck, which has been based around a classic 1960s Mazda Porter Cab mini-truck.
“The innovative use of VR Technology brings Mazda alive to consumers in a way that a traditional static display can’t do”, commented Claire Andrews, Marketing Director Mazda UK. Adding, “with virtual reality our aim is to create a sense of oneness with the car through an immersive experience, you get a test drive impression whilst sat inside a Mazda CX-5 or MX-5 without leaving the building. This will bring people much closer to the vehicle itself, allowing them to appreciate the quality of both the interior and exterior of the car. We filmed the Mazda MX-5 on location in Italy earlier this year and we can’t wait to see people taking a virtual Alpine drive in the MX-5.”
The Mazda UK VR shopping centre tour will take place at the following shopping centres:
- 7th – 8th July, intu Trafford Centre, Manchester (partnering with RRG Mazda)
- 21st– 22ndJuly, intu Victoria Centre, Nottingham (partnering with Sandicliffe Group)
- 28th – 29th July, intu Milton Keynes (partnering with Brayley Milton Keynes)
- 4th-5th August, Cabot Circus, Bristol (partnering with Wessex Mazda)*
- 11th – 12th August, intu Lakeside (partnering with Brayley Grays & Romford Mazda)
- 25th – 26th August, intu Braehead, Glasgow (partnering with Arnold Clark Group)
For future coverage of new VR experiences will continue to be here on VRFocus