30 Jun 2016
Abarth 124 Spider Virtual Reality Configurator Wins SMAU Innovation Award
Enthralling immersive exhibition and innovative sales tool: the Abarth Virtual Reality Configurator lets the customer immerse himself in the real time customisation of the car and at the same time lets the dealer show him all possible customisations before the purchase. Paolo Gagliardo, Abarth Head of Operations, accepted the prestigious trophy.
The event dedicated to innovation, networking and the creation of new business opportunities in entrepreneurial Research and System, SMAU, will be held at Lingotto Fiere in Turin 30 June to 1 July. The SMAU Innovation Award is part of this event, and it will be given to 18 companies during the seven episodes of the "Smau Live Show", the TV format shot in a modern studio set up at the trade fair.
One of the winners is Abarth, with its innovative Abarth Virtual Reality Configurator that lets users become acquainted with the new Abarth 124 spider by using dedicated equipment complete with a 3D virtual reality headset. The realistic and immersive experiences reproduces the new car down to the finest detail. Users can move around the car, open the doors, sit inside and accelerate to hear the sound of the engine and tailpipes. They can also configure the new Abarth 124 Spider to their liking and receive the configuration by email should they want to purchase it from any Abarth dealer.
The Abarth VR Configurator is a tool integrated into the CRM processes above to sufficiently replace the physical car when it is not available, and provide a truly important support for the potential buyer's consumer decision journey. Among other things, the digital tool is already being used during international events to present the car and display its equipment.
Built in just four weeks by an in-house team made up of the Digital Marketing and ICT organisations of the FCA group, the Abarth VR Configurator has been delivered to the five markets involved in the pilot project: Italy, Germany, France, England and Switzerland. This was also made possible by ICT organisation of FCA past VR applications experience in different corporate areas, such as Manufacturing, Quality and Engineering. And today, with the innovative Abarth VR Configurator, it has made one more leap forward toward making "virtual reality" not only a widely used sales tool, but also a helpful support for communications between the company, the markets, the dealers and the customers.
Turin, 30 June 2016