Automotive manufacturer Cadillac planning on turning largest dealers into virtual showrooms where customers can customize and explore cars in virtual reality

Briefing

June 7, 2016

Briefing	Virtual Showroom – Automobile manufacturer Cadillac looking to replace physical cars in showrooms with virtual reality technology Features – Customers can configure and explore Cadillac models in-depth, virtually getting inside Cadillacs and exploring features Dealer Support – VR technology, which costs $10,000, not expected to replace car dealers yet, but may be requirement for dealers in future Customization – Removes need to maintain stock of vehicles and instead produce cars to customers' requirements Rollout – Converting largest dealers into virtual showrooms in program beginning mid-November 2017
Accelerator	Virtual and Augmented Reality
Market Disruption	Customized, On-Demand Offerings
Business Model and Practices Business Model and Practices	Data, Interfaces and Algorithms
Sector	Consumer Durables, Wholesale and Retail Trade
Organization	General Motors Co.
Source	Gray, R., "Would you buy a car using virtual reality? Cadillac to abandon traditional showrooms in favour of VR headsets", Daily Mail, http://www.dailymail.co.uk/; Feder, J., "Virtual reality showrooms will change how we shop for cars", The Washington Post, https://www.washingtonpost.com/; Wayland, M., "Cadillac holds off on virtual showrooms", Automotive News, http://www.autonews.com/; AcceleratingBiz analysis
Original Publication Date	June 6, 2016

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