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Audi VR experience The Future of Digital Retail
Nvidia GTC, April 2016
Audi VR experience
History of the car sales process
How buying a car looked & felt like in the 50‘s…
Audi VR experience
History of the car sales process
Audi VR experience
Amazing things happend since then - life was digitalized.
History of the car sales process
But… how does it feel to buy a car today - 60 years later?
Amazing things happend since then - life was digitalized.
Audi VR experience
History of the car sales process
Only to remember… 1950…
Audi VR experience
History of the car sales process
Audi VR experience
History of the car sales process
…and today!
The retail process is nearly the same!
Audi VR experience
History of the car sales process
Barely progress since decades!
Audi VR experience
The retail process is nearly the same!
History of the car sales process
Barely progress since decades!
Meanwhile people visiting their dealer
only to negotiate the price.
Audi VR experience
The retail process is nearly the same!
History of the car sales process
Audi VR experience
How can we change that?
Audi VR experience
What is our „mission to moon“?
1950: How buying a car looks & feels like in the pre digital era
1. Bring customers back to the dealer through…
Audi VR experience
What is our „mission to moon“?
What is our „mission to moon“?
1950: How buying a car looks & feels like in the pre digital era
1. Bring customers back to the dealer through…
2. Exciting retail experiences supported from…
Audi VR experience
What is our „mission to moon“?
1950: How buying a car looks & feels like in the pre digital era
1. Bring customers back to the dealer through…
2. Exciting retail experiences supported from…
3. Progressive digital sales tools, which are able to…
Audi VR experience
What is our „mission to moon“?
… show all >50 different Audi models with all options
- as realistic as possible!
Audi VR experience
Audi VR experience
How can we realize that?
Audi VR experience
How can we reach „our moon“?
Audi VR experience
Immersive techs, especially Virtual Reality, have the potential to make that happen!
How can we reach „our moon“?
Audi VR experience
How did we proceeded?
Audi VR experience
How did we proceeded? Defintion of our main mission:
Audi VR experience
How did we proceeded? Defintion of our main mission:
Create a revolutionary VR retail application
with real & high customer value
Audi VR experience
How did we proceeded? Defintion of our sub missions:
1. Show our cars as realistic as possible
and secure a comfortable experience
Create a revolutionary VR retail application
with real & high customer value
Audi VR experience
How did we proceeded? Defintion of our sub missions:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create a revolutionary VR retail application
with real & high customer value
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Very high performance needed…
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Very high performance needed…
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Very high performance needed…
Audi VR experience
…although we’re using 5-7 mio polycount models
1. Show our cars as realistic as possible
and secure a comfortable experience
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Selection of competent partners
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Selection of competent partners
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Selection of competent partners
Vizualization partner
Hardware partner
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Progress during our development
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
Progress during our development
2013: 50 fps
Progress during our development
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
2014: 75 fps 2013: 50 fps
Progress during our development
Audi VR experience
1. Show our cars as realistic as possible
and secure a comfortable experience
2014: 75 fps 2015/16: 90+ fps 2013: 50 fps
Audi VR experience
How did we proceeded? Fullfillment of our sub missions:
Create an revolutionary VR retail application
with real & high customer value
1. Show our cars as realistic as possible
and secure a comfortable experience
Audi VR experience
How did we proceeded? Fullfillment of our sub missions:
1. Show our cars as realistic as possible
and secure a comfortable experience
Create an revolutionary VR retail application
with real & high customer value
Audi VR experience
How did we proceeded? Fullfillment of our sub missions:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create an revolutionary VR retail application
with real & high customer value
Audi VR experience
2. Enable inspiring elements
Audi VR experience
2. Enable inspiring elements
Which components will excite customers?
Audi VR experience
2. Enable inspiring elements
Stunning visual quality
Which components will excite customers?
Audi VR experience
2. Enable inspiring elements
Which components will excite customers?
Stunning visual quality
Audi VR experience
2. Enable inspiring elements
Unexpected possibilites
Which components will excite customers?
Stunning visual quality
Audi VR experience
2. Enable inspiring elements
Which components will excite customers?
Stunning visual quality
Unexpeted possibilities
Audi VR experience
2. Enable inspiring elements
Fascinating environments
Which components will excite customers?
Stunning visual quality
Audi VR experience
2. Enable inspiring elements
Which components will excite customers?
Stunning visual quality
Unexpeted possibilities
Fascinating environments
Audi VR experience
2. Enable inspiring elements
Special cars & environments
Which components will excite customers?
Stunning visual quality
Audi VR experience
2. Enable inspiring elements
Which components will excite customers?
Stunning visual quality
Unexpeted possibilities
Fascinating environments
Special cars & experiences
Audi VR experience
How did we proceeded? Fullfillment of our sub missions:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create a revolutionary VR retail application
with real & high customer value
Audi VR experience
How did we proceeded? Fullfillment of our sub missions:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create a revolutionary VR retail application
with real & high customer value
Audi VR experience
How did we proceeded? Fullfillent of our main mission:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create a revolutionary VR retail application
with real & high customer value
Audi VR experience
How did we proceeded? Fullfillent of our main mission:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create a revolutionary VR retail application
with real & high customer value ?
Why is this approach revolutionary?
Audi VR experience
Why is this approach revolutionary?
Audi VR experience
VR car configurator
• All models • All options • fully integrated
VR car configurator
• All models • All options • fully integrated
Why is this approach revolutionary?
Audi VR experience
Rational Help
Why is this approach revolutionary?
Audi VR experience
VR experiences
VR car configurator
• All models • All options • fully integrated
Rational Help
Why is this approach revolutionary?
Audi VR experience
VR experiences
Emotional Excitement
VR car configurator
• All models • All options • fully integrated
Rational Help
Audi VR experience
How did we proceeded? Fullfillent of our main mission:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create a revolutionary VR retail application
with real & high customer value ?
Audi VR experience
How did we proceeded? Fullfillent of our main mission:
1. Show our cars as realistic as possible
and secure a comfortable experience
2. Enable inspiring elements
Create a revolutionary VR retail application
with real & high customer value
„Landing plan“ of the Audi VR experience
Audi VR experience
Audi VR experience
„Landing plan“ of the Audi VR experience
Pilot Q2/16
Launch Q4/16
at Audi dealerships Audi VR experience
Audi VR experience
Audi VR experience advanced
at Audi Citiy flagship stores
Pilot Q4/16
„Landing plan“ of the Audi VR experience
Pilot Q2/16
Launch Q4/16
at Audi dealerships Audi VR experience
Audi VR experience
Mission accomplished, ground crew!
Audi VR experience
But this journey has only just begun! More to come…
