Technology makes it possible to drive forward new business models, new customer relation methods and different capacities to resolve problems stemming from the current situation. This year, SEAT S.A. has applied virtual reality—at the hands of the NTT DATA Group’s company everis—for holding some of its commercial events, when face-to-face meetings have been impossible.
Thus, the Spanish car company took advantage of this booming technology to ensure proximity to its customers and present its new products and features in an innovative way. Thanks to the consulting firm’s experience and its NAKA product—a platform for implementing immersive business experiences—SEAT S.A. made several business presentations to over 160 people in 16 different countries.
The project represented a big challenge for both companies. For the automotive company, the challenge lies primarily with the organization and logistics of these types of new events. For the consulting firm, challenges revolved around modelling some of SEAT S.A.’s facilities and some of the car models presented, as well as developing specific functionalities for executing the event.
Event attendees from several countries could enjoy viewing the new SEAT and CUPRA models, accessing details like the interiors, tires and colors selected for their launches and the presentation videos created by the brand. There were also technical workshops with specialized personnel, in which attendees received specific information on each model and could ask questions that were answered during the actual presentation.
A technology with growth forecasts
Virtual reality technology has been under development for quite some time and new applications for different sectors have progressively been discovered over the course of these years. SEAT S.A. is a pioneer for implementing this solution in these car models, a solution that according to GMD Research is here to stay. Although penetration in this sector is still quite low, calculations estimate that by 2026 the international automotive sector will be one of the industries that will invest most heavily in VR technology, reaching a global total of 44 billion euros. Virtual reality is thus positioned as an alternative or significant complement to keep using in the future for presenting business innovations and new products in the sector.