Car dealerships have had to adapt to the times during the pandemic as more automakers are offering digital services that let you buy a car from the comfort of your home without having to visit a dealership. Nissan, for example, launched a new virtual showroom that brought a more personal dealer experience to the home, allowing potential buyers to browse new models and talk to salespeople in video calls to make informed purchases. Now, Volkswagen is bringing the dealership experience into the home - literally.
Volkswagen has teamed up with NBCUniversal and Good Girls and Parks and Recreation actress Retta to launch a futuristic and immersive home dealership experience combining augmented reality, holograms, and comedy.
By using NBCUniversal's @homeShopping augmented-reality technology, this more personal showroom experience lets audiences virtually interact with the Volkswagen ID.4 and explore the exterior and interior. Retta will act as a personal guide, providing a humorous virtual tour of the electric SUV in your living room.
Debuting today on NBC during primetime, a commercial will prompt viewers to scan the NBCU code that appears on-screen to activate the augmented reality experience. It can also be accessed on NBCUniversal streaming services and social media. Viewers will then be able to reserve an ID.4 directly from home. Volkswagen's augmented reality technology can also superimpose the ID.4 on your driveway or in your garage to give you an idea of its proportions and how it looks in the metal.
"My first memory of any car was my Dad's yellow VW Beetle," said Retta. "The biggest appeal for me with this partnership was being a part of a campaign that includes visceral memory and on top of that amplifies environmental consciousness while incorporating such cool tech and comfort features."
"Our ID.4 electric vehicle is a technologically impressive vehicle, and NBCUniversal's @homeShopping lets us communicate its innovation in an easily accessible and customizable way," said Kimberley Gardiner, senior vice president marketing at Volkswagen of America. "We now have the opportunity to show a whole new audience how EVs can fit their lifestyle, from the comfort of their own homes".