Skoda is circumventing the forecourt for Amazon with its virtual car showroom, which enables Fire TV users to select their new set of wheels without the need to engage with sales staff.
Delivered in partnership with media agency PHD, the virtual car showroom will house Skoda’s first fully electric vehicle, the ENYAQ iV, enabling potential customers to browse its features and functionality from the comfort of their TV screens.
With no need to get off the sofa, Skoda will put its customers in the driving seat with full 360° exterior and interior views of the environmentally-friendly vehicle, with the capacity for questions to be fielded via text message and email.
Charlotte Wells, business director at PHD, said: “The Enyaq iV is a hugely exciting model and campaign launch; an opportunity to drive populist brand reappraisal for Skoda. Allowing our audience to experience the new Enyaq iV and its key features is important, especially for the new electric category. The Fire TV virtual showroom provides an extension to the AV campaign and enables our audience to play around with the car on their TV without having to travel – creating a truly immersive experience for the brand.”
Skoda has pulled out all the stops for its first foray into the world of all-electric driving, commissioning Fallon London to facilitate a multimedia launch that included two robots, PU-RR and GU-RR, to showcase the twin personalities of the Enyaq-iV – which combines eco-consciousness with design flair.
Skoda’s virtual foray coincides with a rapid digital revolution that is sweeping the automotive sector, forcing marketers to rethink whether physical showrooms still have mileage.