GM Virtual Showrooms Gaining In Popularity
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The way in which people shop for a new car is changing, and GM is moving with the times to offer a new live virtual experience. Dubbed the Live studio, each GM brand now offers this type of shopping experience. Interestingly, it looks as though these GM virtual showrooms are gaining in popularity.
First, we should provide a little backstory. The first GM Live studio to open for Canadian customers was Cadillac Live back in 2019, offering an opportunity for customers to connect with a product expert via one-way video through the brand’s website. Although customers have access to a pre-recorded session, they can also book a live session for a later date. The live session includes a Live Agent armed with an iPhone, Osmo mobile gimbal, and Bluetooth headset, enabling the agent to show the customer around the showroom and related vehicles, while providing answers to any questions the customer may have in real time.
As it turns out, Cadillac Live became popular, and GM opted to expand its studio to include all four GM brands, plus an EV-centric studio (Chevy Live, Buick Live, GMC Live, Cadillac Live, and EV Live). GM even moved the studio from Toronto to a former Target department store in Michigan in order to open up the floor space.
During a recent in-person visit, GM Authority couldn’t resist grabbing a snapshot of a live stat board displaying some very interesting numbers from GM’s five Live studios.
A few interesting standouts include the average session length for each of the five studios, with the shortest being for Buick at 10 minutes, 28 seconds, and the longest being for Cadillac at 14 minutes, 3 seconds.
The survey results are also quite telling. Sixty percent of Cadillac Live users said they were more likely to purchase a vehicle after using the service, with 71 percent reporting a more favorable opinion of the brand after using the service, while Chevy Live users reported 48 percent and 67 percent, respectively. On the retail side, 45 percent of Cadillac Live users were more likely to purchase, while 50 percent of Chevy Live users were more likely to purchase.
All told, this new service looks to be a solid direction for GM.
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