Virtual Reality (VR) is going to be a game-changer in the automotive space. Those watching closely may have noticed an explosion of VR news coming from auto shows to manufacturer engineering plants to dealerships in 2016.

And while the technology is in its infancy, there are countless ways virtual reality is already being used to design, market and sell vehicles. Here are a few ways it is currently being used:

• The front runner, Ford Motor Company, has been experimenting with VR for the last several years now. They were one of the first to use Oculus Rift technology as a part of their Engineering process to create and evaluate their vehicles in a virtual setting. Ford Engineers put on the virtual head gear and can explore the nuts and bolts of their designs in a life-like setting before their vehicle plans hit the manufacturing plant.
• In January of this year, Audi rolled out their Virtual Reality Experience, or what executives are calling “the most flexible sales format ever invented in the car industry.” Shoppers use wearable technology to enter a VR showroom and virtually “build” their favorite Audi configuration. Once their dream Audi is built, the shopper can look at it inside and out to determine whether the vehicle is the right fit for their needs.
• Not to be outdone, Volvo created a virtual “test drive” with Google Cardboard where drivers were able to experience the new XC90 SUV before it even hit showrooms.

While the above bring the “wow” factor for future cars, others are using VR, or similar technology, to sell vehicles on lots today.

• Ferrari is using augmented reality to help consumers create the perfect vehicle for their needs. Its dealers, armed with virtual-powered tablets, help a buyer select a current Ferrari model and then use the application to swap everything from the vehicle color to wheels to interior options. The result is an endless variety of virtual configurations and colors allowing buyers to see what their custom-ordered car will look like before it’s built.
• And in what is perhaps the perfect VR experience, teen drivers at this year’s New York Auto Show saw just how dangerous it can be when a driver is distracted, thanks to Toyota Motor Company. Using Toyota’s “Distracted Driver Simulator” teens were invited to put on the virtual reality headset and stay focused on the road as low flying birds, loud fellow passengers, and other common distractions tried to take their focus from the road.  

While the above examples are in the early stages, and the majority of uses are housed within the confines of manufacturers, as an industry we should be seeing other uses of VR trickle down to dealerships in 2017.

 Imagine using VR to help your car shoppers build, configure, and even color the vehicle they want and view it prior to ever stepping foot in your showroom. Your transaction times would decrease and your customer satisfaction would soar. Providing CG-enhanced tools will help whittle down the time a buyer would spend at a dealership by arming them with the exact information they need after reviewing all options online.  The result? When that buyer walks into the dealership, it will be to test drive the exact vehicle they are looking for, and finalize the sale. 

While we haven’t begun to explore all of the ways virtual reality will help the automotive industry in the years to come, the technology and tools needed to put it to use are available today. And one thing about VR is becoming abundantly clear – it will have the ability to completely change the way we buy and sell cars.