Mazda taps VR tech for intu pop-up partnership

Mazda has partnered with intu to launch a pop-up store offering customers the chance to experience a 360-degree immersive virtual reality test drive of the sports cars MX-5 or CX-5.

Claire Andrews, Marketing Director at Mazda UK, comments: “With virtual reality, our aim is to create a sense of oneness with the car through an immersive experience as customers can test drive one of our vehicles without leaving the store. This will bring people much closer to the vehicle itself, allowing them to explore the quality of both the interior and exterior of the car. We filmed the Mazda MX-5 on location in Italy earlier this year and we can’t wait to see customers taking a virtual Alpine drive in the MX-5.”

Mazda will also use this technology for the launch of its Drive Together app. “The aim of this app is to enhance customer enjoyment and engagement with the brand throughout their retail experience. We are enabling customers who like to use digital devices as part of their shopping process, so each dealership will have the VR hardware to showcase the new interactive digital brochures and to offer exciting VR experiences akin to those found on the retail tour.”

After its recent tour at intu Trafford Centre, Victoria Centre and Milton Keynes, Mazda is now visiting the following centres: 11th – 12th August: intu Lakeside (partnering with Brayley Grays & Romford Mazda); 25th – 26th August: intu Braehead (partnering with Arnold Clark Group).