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HomeNEWSLand Rover creates a virtual-reality car yard

Land Rover creates a virtual-reality car yard

Land Rover is jumping on the VR bandwagon in a bid to sell SUVs before they even arrive in the country.

Land Rover is jumping on the VR bandwagon in a bid to sell SUVs before they even arrive in the country.
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The VR technology recently introduced into its car dealerships around New Zealand allows customers to visualise the proportions of the new model by wearing a headset.

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New Zealand general manager of Jaguar Land Rover Steve Kenchington says it’s particularly beneficial for those who are new to the brand, as they would have previously waited until a demonstrator was available before making a purchase.

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“These are premium vehicles which are high involvement purchases and buyers will often take weeks or months to make a choice which best matches their requirements.

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“While there has sometimes been a historic reluctance to buy a vehicle off the brochure, we have found experiencing the model in virtual reality has helped inform the customer sufficiently, and they are able to make a decision without having to view the car in the showroom.”

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There are a number of elements needed to educate a customer before they can feel comfortable with their purchase and Kenchington says the first step is to make the sales proposition make sense to the buyer.

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“They must weigh up the perceived value for money offered against their current needs,” he says.

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“Then, there is an aesthetically driven, experiential factor – where the buyer interacts with the vehicle.”

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The VR technology allows the potential customers to get an understanding of the relative size of the vehicle as well as customise it to their specifications.

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“For our dealer network, this technology is helping to transform the way we sell cars – it helps us overcome the geographic barrier which prevents us from bringing in new models as quickly as other markets which are closer to the point of manufacture,” Kenchington says.

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The new technology has already proven itself to be a valuable sales tool, as the first two shipments of the new Land Rover Discovery have been sold before they reaching the country.
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rnThis story originally appeared on StopPress.

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