OMODA research: many car buyers more likely to visit a car showroom if it featured an AI sales assistant

Despite the rise of digital customer journeys, almost three out of four UK car buyers still value visiting physical showrooms, according to research from OMODA.

The company surveyed 2,000 Brits.

Among the highly valued features of showrooms are test drives, with 64% of buyers still wanting a hands on experience with the vehicle. However, when asked what features they’d like to see in future showrooms, 40% of respondents listed virtual test drives.

The research also found that a fifth of UK car buyers would trust a virtual test drive.

The most popular options for virtual test drive locations are 72% off road, 65% on a racetrack and 48% along a beach. Some want to go even further afield – 14% said they’d want to test drive a car on Mars. 

By the end of 2025, OMODA plans to have a presence in over 100 car dealerships, with a strategic initiative already seeing over 60 showrooms open to customers in the UK.

From augmented reality displays that allow you to visualise vehicles in various settings, to virtual reality test drives, future showrooms will be equipped with the latest technology to enhance the consumer experience.

OMODA says it is committed to creating a dynamic and engaging environment that not only showcases the products, but also elevates the entire purchasing process.

Victor Zhang, Executive Vice President of OMODA & JAECOO UK, comments: “Our 2035 future showroom will be an experiential hub offering immersive, customised and fun customer journeys.”

“The showroom isn’t just transactional, it’s a place for customers to learn about the vehicle in a way that suits them. With our vehicles offering an increasing amount of technology, education is a huge part of the retail experience.”

“Our research shows that buyers still value having a place to visit, so it’s about bringing the showroom into the future.”

The research looked at several areas of the car buying journey.

43% of UK car buyers value salespeople with in-depth knowledge. This is especially true for those looking to purchase EVs, and 24% said that speaking to a knowledgeable expert about their local charging infrastructure was vital.

When asked about what they disliked most about the showroom experience, 61% said pressure from sales staff, 47% said feeling rushed, and 46% said the hidden costs (46%).  

As well as virtual test drives, when asked what features they would most like to see in showrooms, 52% responded with interactive digital displays and 48% wanted tech support areas.

22% would most like to see AI/robot sales assistants, and 60% say they would find in-showroom training in car technology useful.