In the car buying process, there is the detailed and often difficult process of choosing what packages you want with your car. The worst thing for the salesperson and the customer is hearing, “I’m sorry, we don’t have that package in stock”. This means that customer isn’t able to see their car with the trim package or color they want. Cadillac is offering a solution to this issue, Cadillac Virtual Reality (VR).
This virtual reality experience was created through a partnership between All Things Media, Cadillac, and GP Strategies. The software utilizes HTC Vive virtual reality headset, as well as orientation sensors to track the movement of the customer. Cadillac VR houses the entire line-up of Cadillac Vehicles including:
- ATS Coupe
- ATS Sedan
- ATS-V Coupe
- ATS-V Coupe
- CT6 Sedan
- CTS Sedan
- CTS-V Sedan
- Escalade ESV
Concept vehicles can also be added so that customers can experience the interior and exterior of a vehicle before it is released. Each vehicle has its combination of all available options including exterior color, interior color, trim, wheels, packages, and additional options. The software is also restricted to only allowing compatible options to be combined in the simulation. This prevents an impossible vehicle from being created, keeping customer expectations accurate.
The HTC Vive and orientation sensors allow the customer to move around in a limited space allowing for a more natural inspection of the vehicle. The entire exterior of the vehicle can be inspected, as well as, the driver’s seat and the back seat of the vehicle. Customers are welcomed to knee down to inspected tires or lean in to check out options on the dashboard. The detail on the 3D model is extensive. The writing on wheels can be seen as well as the pores in leather.
Cadillac is aware this cannot replace the actual showroom or hands-on vehicle experience we are accustomed too. However, it is a modern solution to innovate how the car selling process works. This experience can help narrow down what a customer wants without having to ship several vehicles from different dealerships.
Cadillac VR is still being improved. New animations and immersion enhancing features are being added before the full release. Recently added was the Cadillac XT4 with its several improvements on the XT5. It will be interesting to see how Cadillac VR is implemented for the customer experience and if other car manufacturers will follow suit.