Mazda partners with intu on VR test drive tour

Auto brand Mazda is bringing virtual reality (VR) driving experiences to thousands of Brits through a new partnership with shopping centre firm intu.

A pop-up store is touring intu centres across the UK to offer 360-degree immersive test drives of Mazda’s MX-5 and CX-5 sports models.

Customers seat themselves in each car, don a VR headset and experience a virtual drive either through the winding roads of the Italian Alps or around the Longcross test track in Surrey.

The shop, which has already appeared at intu Trafford Centre, intu Victoria Centre and intu Milton Keynes, will land at intu Lakeside and intu Braehead in the coming weeks.

intu’s customer experience director, Roger Binks, said: “Mazda is certainly making the most of its presence in some of intu’s highest footfall locations by creating such an immersive experience to draw in huge crowds.

“Popular shopping destinations like ours provide brands with fantastic opportunities to raise their profile among millions of engaged shoppers.”

Mazda UK marketing director Claire Andrews commented: “We’re delighted to partner with intu as we’re able to reach thousands of customers across its prime shopping centres in a short space of time.

“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.”

She continued: “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 VR to enhance the retail experience with the launch of its Drive Together app.

Speaking further, Claire said: “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.”