Fiat offshoot Abarth has become the first car maker to launch virtual reality test drives for its new models.
With the uncertainty around ever-changing tiers, temporary travel restrictions and dealership closures, the sporting spin out from Italian car firm Fiat will provide potential customers with a VR headset, so they can ‘enjoy the thrill of driving an Abarth while staying in the comfort and safety of their home’.
It says the trial – which started this week – provides customers and their families with a ‘fully immersive and exhilarating alternative’ to the real thing.
Going for a spin on your sofa: Abarth is the first car maker to launch virtual test drives of its cars during lockdown
The motor industry – especially dealers – is one that’s been pummelled by the pandemic, with sales of new cars hitting a 28-year low last year.
Most were forced into a full lockdown and unable to sell vehicles from the end of March to 31 May 2020.
The two subsequent national restrictions put in place since – including the current lockdown – have demanded they keep their showroom doors shut to the public.
However, dealers have established measures to allow them to continue selling motors.
Almost all are providing ‘click & collect’ services to customers, where buyers can order a new model online and collect it at the dealer’s site – but the handing over of keys is done outside and in a socially-distanced manner.
Abarth’s latest announcement takes dealer lockdown adjustments to a next level.
Customers can request with dealers offering the promotion to test drive its latest model and a virtual test drive package is delivered to their home in a socially-distanced manner
Inside the crate is some Abarth merchandise and the VR headset pre-loaded with a test route. The sales brochure and information for the car is also included in the box
A trial of virtual reality test drives of cars began on 8 February at the Vospers Abarth retailer in Exeter. It is currently being offered to customers who have raised an interest in buying one of its cars.
If the initial trial proves successful it could be rolled out to additional retailers across the UK, the car company says.
The retailer will deliver an Abarth crate to the front door of the customer which will include a VR headset pre-loaded with the ‘test drive’ footage and a pair of Bose headphones – along with the vehicle brochure and all sales information.
The only model currently available for the home-bound test drives is this limited-edition £20,899 Abarth 595 Scorpioneoro
With the headset on, the user can get a feel of how the small hot hatch performs on the road
Virtual test drives are the latest example of car dealers trying to adapt to the restrictions of the pandemic, which has seen many switch to ‘click & collect’ sales while showroom doors are closed to the public
The test route for the virtual drives is on sweeping bends in North Wales – so not sat in traffic trying to work your way across London
The only model currently available for the home-bound test drives is the limited-edition £20,899 Abarth 595 Scorpioneoro.
The virtual route takes the user to North Wales on a drive along the sweeping bends of the Great Orme, the lakeside vista of Llyn Ogwen, followed by a brief off-road excursion on Black Rock Sands.
Commenting on the new test drive concept, Arnaud Leclerc, managing director of Abarth’s owning company FCA, said: ‘We are delighted to be able to offer this innovative test drive approach to our customers and Abarth fans.
‘This VR experience allows customers to enjoy the thrill of driving a 595, but from the safety of their own homes.’
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