Although the physical aspect of sampling a new car is a hugely important part of the buying process for consumers, Nissan is experimenting with an additional step. Using Microsoft’s Kinect for Windows technology the automaker will provide consumers with a chance to explore its soon to be released 2013 Pathfinder SUV online.
Kinect will enable consumers, from the comfort of their own homes, to examine the vehicle’s exterior, bend down and look at the wheels, even step “inside” to sample the Pathfinder’s interior and features.
They can also select their preferred colour combinations. According to Jon Brancheau, vice president of marketing for Nissan North America, the virtual showroom isn’t designed to replace the actual physical test drive, but rather supplement it, giving potential customers a chance to get a good look at the vehicle if their local dealer doesn’t yet have one in stock or the model in question hasn’t yet been officially released.
“Kicking the tires is a critical step in a consumer’s car buying process,” said Brancheau. “People want to see the cars first. It’s a visceral thing. See it. Touch it. Drive it.” Yet he also argues that the lack of “physical” vehicle availability can and does cost dealers business. “How many sales are left on the table when they can’t put their customer in the desired car and make the critical physical connection to close the deal?”
