Customers can configure the new Mercedes A-Class on the Mercedes-Benz cAR app
(Image: Mercedes-Benz)

Prospective customers at Mercedes-Benz dealerships in Germany can now experience a car in real-time in different configurations: a drive or ride via virtual reality goggles is on offer as part of the sales experience. Those interested in the new A-Class can also configure and specify their car on a 3D augmented reality smartphone or tablet app, Mercedes cAR.

The cAR app for iPhone and iPad (Android versions will follow) includes a scanning function and gives a high-resolution view of both exterior and interior of the car, plus game-like functions for virtual driving. Additional information is available with links to YouTube videos, the online configurator and online store – as well as to locations of physical dealerships and services for booking real-life test-drives.

The new A-Class marks the introduction of MBUX, the new Mercedes-Benz User Experience, which brings smart voice controls, a new touchpad control system (replacing the former COMAND rotary knob) and AI-enhanced features. It’s a notable pitch at attracting younger, and more tech-savvy, buyers.

“The virtual and the real world are not only blending together more and more with respect to vehicles and services, but also in marketing and sales,” says Britta Seeger, Daimler AG board member for Mercedes-Benz Cars marketing and sales. “Thanks to digital technologies such as augmented and virtual reality, our customers can quickly and easily explore the variety of our vehicles. In this way our point of sale becomes a point of experience, and we can offer a premium brand experience in a totally new dimension.”

-Farah Alkhalisi