New Report By VR Intelligence & ZeroLight Shows Immersive Experiences Are Working

Consumers in the automotive industry are wanting more virtual and augmented reality experiences.

Following the news in August that ZeroLight and StarVR had provided Porsche showrooms with a virtual reality (VR) makeover, ZeroLight has announced the release of a new report by VR Intelligence. The report shows that VR and augmented reality (AR) retail experiences are making an impact with consumers and that the majority would like to use the immersive technology to help them make purchasing decisions in the automotive sector.


Automotive companies have been using VR and AR for some time now both in the design but thanks to the improved availability and more affordable headsets coming to market, the use of the technology for then consumer facing sectors has been increasing rapidly in recent months. This means that more showroom floors are seeing the use of VR for consumers to use and becoming immersed in a new kind of shopping experience.

According to the report by VR Intelligence and ZeroLight, in a survey of 1,000 consumers across Europe, over 80% claimed they’d like to see, design and select preferences for their car using VR. Of the same 1,000 consumers, 64.7% would be prompted to visit a dealership if it offered an immersive experience.

“Our goal at ZeroLight is to harness new technologies to deliver experiences that complement the overall relationship between brands and their customers. This research validates the use of immersive technologies as a unique touchpoint within the automotive purchase journey, facilitating the overall sales process whilst positively impacting brand perception.” said Joseph Artgole, Associate Marketing Director, ZeroLight.


The report goes in depth on both the consumer perceptions of immersive technology such as VR and AR within the automotive retail experience, as well as those of the car brands currently implementing the technology. The report notes that two brands leading sector at the moment are Audi and MBW, who are both featured in the report providing insights into their own case studios and the impact the technology has had on their businesses.

“The flagship project, which we delivered through our Audi Cities dealerships, was extremely visible within the company. The success of that project has really helped everyone in the company, from the top down, to understand VR, how it works and crucially why it’s important for the company.” explains Marcus Kuehne, Audi: “Once you have that foundation, you move beyond having to explain why it makes sense and instead move towards a space where different business units are thinking about how they can use the technology to benefit their own business needs.”

The full report is available to download for free here and is 24 pages in length. For more on all things immersive technology within the automotive industry and elsewhere, keep reading VRFocus.

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