Inspire and delight guests by transporting and immersing them into the driver’s seat of a virtual DS 7 Crossback, situated in the idyllic Place de la Concorde in Paris. Hot spots invite the user to trigger available options and explore the trim levels in unparalleled visual quality. Once the dashboard, upholstery and remaining interior accessories are fully configured, the ‘driver’ exits the vehicle and continues to personalize the exterior while enjoying the breathtaking Parisian environment. Further paralleling the physical car-buying experience, guests can walk around the vehicle and examine it from any angle – close up or from a distance. Once satisfied with the configuration, users can trigger an animation, to see their design in action. Launch a premium campaign that leverages CAD data as a foundation for high-fidelity, 3D digital test-drives, allowing consumers to ‘virtually’ kick the tires in the DS retail network to inspire a robust pre-order process.

Implementation

DS Automobiles revealed its first SUV, called DS 7 Crossback, at Geneva Motor Show in March 2017. It is a highly innovative and French luxury car that will be commercialized in January 2018.

Timeline

Customers will be able to pre-order the car in a limited edition version called “La Première” only during a limited period of time (from Geneva 2017 until end of December 2017).

Placement:

DS Virtual Vision is implemented in Groupe PSA dealerships, stores, and at premier automotive events. Current in-store locations include: DS World Paris, DS Store Geneva, DS Store Dijon, DS Store Lille, DS Store Madrid, DS Urban Westfield London and DS Store Nagoya.

Scale:

DS Virtual Vision will be installed in approximately 300 DS Automobiles dealerships worldwide by December 2018. DS Virtual Vision that includes the DS 7 Crossback has been implemented at four automotive events in 2017; approximately 20 are planned.

DS Virtual Vision lets DS Automobiles reach and engage with customers in ways that were not previously possible. The experience has shortened vehicle sales cycles by reducing the time it takes to engage with customers at events and in vehicle dealerships.

98% of DS Virtual Vision participants surveyed had a positive response to the experience.

DS Virtual Vision has had a significant impact on the behavior of DS Automobiles customers by breaking down communication barriers that exist between prospects and sales staff.

DS Virtual Vision lets customers explore and configure the entire range of DS Automobile vehicles virtually – in stores or at events. DS Virtual Vision is a central theme for DS Urban, DS Automobiles’ innovative pop-up store, and DS Stores. DS Urban stores take the DS Automobiles vehicle range and experience to select city areas commonly associated with their target audience – something that was not previously possible.