Evolving technology and growing number of tech-savvy customers, has encouraged Tata Motors to plan and set-up virtual reality showrooms sometime by the second half of 2017. The technology will help potential customers have a 5D-like test drive experience of its passenger cars. To begin with, the company will set up virtual showrooms only in key metros and depending on the customer response, it shall be extended to other cities as well.
Unlike conventional dealership, the virtual reality dealership will be manned by a single sales executive who will attend visiting customers and collect their data. As these showrooms are self-operated, it will not need any more resources. The customers can try various customisation options and get a realistic drive experience from any Tata vehicle. This will help the company tackle exorbitant real estate cost for setting up a conventional dealership outlet, especially in cities like Mumbai and Delhi.
Tata Motors saw an overall sales growth of 12 per cent with 1.14 lakh passenger vehicles sold from April to November 2016. Though the company is focusing on setting up virtual reality showrooms, it will also continue expanding its conventional dealership network. In two years, the automaker has increased it dealership outlet from 255 to 540 and in the next three years, intends to take it up to 1,500. The virtual reality showroom will encourage the buyer to opt for a real test drive and complete the buying process at a conventional dealership.
Source: ACI
