Kia: VR Driving Center (VRDC)

Kia, an automobile brand, unveiled a digital-experience platform, Virtual Reality Driving Center (VRDC), to provide customers with an immersive mobility experience from the comfort of their own home.

1. Brief Introduction

Kia successfully unveiled a long-awaited digital-experience platform during the height of the pandemic, providing customers an unprecedented immersive mobility experience that could be experienced right from home. The digitalized test drive with gamified interaction offered customers an unforgettable first impression of its all-new EV6 model resulting in a high level of pre-reservation conversion.

2. Problem & Opportunity

Test drives are time-tested customer experience. But with the pandemic and the world increasingly becoming digital, we wanted to go beyond the traditional experience.

We found several pain points along the journey of the offline-based test drive. For one thing,...

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