Content Strategy & Storytelling:
How Do Dealerships Use AR/VR Content for Vehicle Tours?
Dealerships are increasingly using augmented reality (AR) and virtual reality (VR) content to create immersive vehicle experiences that accelerate buyer confidence and engagement. When supported by demand generation, account-based experience (ABX) strategies, and strong marketing operations (MOPS), these immersive assets become scalable storytelling engines.
Dealerships use AR and VR vehicle tours to simulate real-world experiences—letting shoppers explore trims, features, and driving environments without stepping into the showroom. These immersive assets boost engagement, improve decision confidence, and extend storytelling across websites, mobile apps, and in-store kiosks.
How AR/VR Vehicle Tours Elevate Dealership Storytelling
Deploying AR/VR Content Across the Buyer Journey
Effective AR/VR strategy requires tight coordination among creative teams, marketing operations, and sales enablement. When integrated well, immersive tours become a repeatable storytelling asset powering media, CRM campaigns, and in-store experiences.
Step-by-Step
- Identify which models, trims, and feature sets generate the most interest and prioritize those for AR/VR content development.
- Build immersive assets that include hotspots, guided navigation, realistic textures, and high-fidelity sound for a full sensory simulation.
- Integrate AR/VR modules into your website, digital retailing flow, showroom kiosks, and mobile experiences to maximize accessibility.
- Tag user interactions—interior views, feature clicks, trim comparisons—to refine segmentation and improve your ABX targeting.
- Train sales teams to use immersive tours during conversations to visually reinforce key differentiators and value propositions.
- Measure engagement, conversion impact, and time-to-decision to optimize content and operational performance.
AR vs. VR Vehicle Tours: A Practical Comparison
| Format | Strengths | Ideal Use Cases | Buyer Impact |
|---|---|---|---|
| Augmented Reality (AR) | Lightweight, mobile-friendly, great for quick 3D viewing and feature visualization. | Website product pages, mobile shopping, in-store quick demos. | Boosts early-stage engagement and helps buyers understand feature differences instantly. |
| Virtual Reality (VR) | Full immersion, realistic test-drive simulation, ideal for premium vehicles. | Showroom kiosks, brand events, premium model launches. | Creates emotional resonance and accelerates high-consideration purchases. |
Snapshot: Dealer Group Uses VR to Increase Test-Drive Conversions
A multi-state dealer group introduced VR test-drive stations for new SUVs and EVs. By integrating interaction data into its CRM and campaign engine, it tailored follow-up messaging to highlight the exact features each shopper explored. Within two quarters, the store increased appointment-show rate by 27% and improved close rate for targeted models.
When immersive content becomes part of the dealership’s storytelling engine, it enhances consistency, strengthens emotional connection, and accelerates decisions across digital and in-person journeys.
AR/VR Storytelling FAQs
Common questions dealerships ask when integrating immersive content into their marketing and sales strategy.
Turn Immersive Content Into Your Competitive Edge
Strengthen digital experiences, sales conversations, and customer confidence with AR/VR-powered storytelling across the entire buyer journey.