2018 has been called the year virtual reality goes mainstream. We’ve seen it creeping its way into automotive, with concepts like virtual showrooms, test drives, model building, and manufacturing. It’s safe to say there is a place for VR in the auto industry.
We would be crazy not to stack VR up against video. Here are some reasons videos wins every time…
1. Nothing Like The Real Thing
No matter how advanced, VR will never be as good as the real thing. That’s the hard problem with VR and online retail. Nothing will ever replace touch, smell, taste, etc…
Video is winning the race because showing something is more realistic than recreating something.
We have to differentiate between presentation and experience. In auto sales, photography and video represent the presentation (the lure, the bait). VR represents the experience, potentially replacing the test drive. A good example is Vroom’s virtual platform which offers pop-up showrooms and test drive experiences at any location.
What happens to the salesmen in this equation? Will vehicles be stored in empty warehouses only to see the light of day after purchase? Will VR become the new standard for experiencing a vehicle?
VR flips the “get them in the dealership” model on its head, while video proves to be multifaceted, offering a more transparent experience that just so happens to prompt foot traffic as well.
2. Consumer Freedom
If you were trying to sell a house, which would you choose?
1. Give the clients the keys to look around while you wait outside
2. Accompany the clients and give them a tour
This example represents the massive power shift in consumer trends, from salesman to consumer - “A” being virtual reality, and “B” being video. The sales pitch and knowledge-based leverage have fallen away due to demand for transparency and the amount of information at the consumer’s fingertips.
Video allows you to control what the customer sees, the pace they see it, with your strategic commentary along the way. VR allows the customer to go where they wish, at any point in time, forming their own (good or bad) opinions along the way.
Our customers use Authnk to deliver a real and customized vehicle experience, in a matter of minutes, with the convenience of text and email delivery. The efficiency and ease of this process is the #1 priority for dealerships using video.
From a salesman’s perspective, a VR experience would be a lot harder to deliver, at this point in time. From a customer’s perspective, a VR experience would be a lot less convenient to experience - no vehicle walkarounds at work or waiting in the doctor’s office - as video can so easily accomplish.
Despite the differences, these two forms of presenting and experiencing vehicles are both stellar. There’s no doubt that both will continue to become more life-like and accessible in the years to come. Take these perks of video with you today as you show your customers real vehicles, guide them through all of the benefits, and conveniently provide it all on their phone.