After experiencing the Cadillac Virtual Showroom Experience firsthand, we learned that some competitive makes that are utilizing similar, if not identical systems, included Audi, Mercedes-Benz, and Toyota. That being the case, it seems strategic for Cadillac to feature this technology in showrooms, as select German rivals are doing so, as well. Since the technology is now entering the GM fold, it’s likely that we’ll see virtual showrooms emerging in Chevrolet dealers, eventually. Being that Chevrolet and Toyota are direct rivals, it would make sense that the American brand wouldn’t want to be perceived as having a disadvantage in an never-ending technology arms race.
More than just a gimmick, Cadillac claims to see 25 percent of sales come from at least some involvement of the Virtual Showroom Experience during its pilot program in Greenwich, Connecticut. The results of which gave the brand enough confidence to roll out the program nationwide, starting with its top-performing dealerships. Officials at hand during the Cadillac VR demonstration hinted that Chevrolet’s turn is likely coming soon, but currently there are no scheduled rollout plans.
The GM Authority Take
Chevrolet has emphasized its technological sophistication in products over the past couple of years, starting with the first-generation Chevrolet Volt, leading up to a OnStar 4G LTE WiFi in all of its vehicles, to the demonstrating what’s currently possible with entry-level long-range electric cars with the Bolt EV. And while every brand out there seems to be preaching similar gospel, with recent remarks from Ford’s top brass being the best example, a virtual showroom rollout in select dealerships would continue to keep Chevrolet on the forefront of tech-forward automobile brands. We expect an official announcement in the coming months.