In a digital age increasingly dominated by online shopping, traditional car showrooms continue to hold significant value for buyers, according to new research commissioned by OMODA. The study reveals that nearly three-quarters (76%) of car buyers still view visiting a showroom as a crucial part of their purchasing process.
OMODA, an innovative automotive brand focused on the future of travel, highlights the ongoing relevance of physical showrooms in its latest research. The findings underscore that, despite the rise of digital platforms, many buyers still prefer a tangible, hands-on approach to purchasing a vehicle.
The research found that 64% of buyers consider test drives to be a highly valued aspect of the showroom experience. Moreover, there is a growing interest in integrating technology into the showroom environment. Notably, 40% of respondents expressed a desire for virtual test drives as a feature in future showrooms. While a fifth of UK car buyers would trust a virtual test drive, the most popular scenarios for these tests include offroad environments (72%), racetracks (65%), and beaches (48%). A surprising 14% even fantasised about testing a vehicle on Mars.
OMODA is actively shaping the future of car showrooms, with plans to establish a presence in over 100 dealerships by the end of 2025. Currently, the brand has over 60 showrooms open in the UK, each designed to offer an enhanced, interactive customer experience. The future showrooms will incorporate cutting-edge technology, including augmented reality displays and virtual reality test drives, to create a more engaging and informative environment.
Victor Zhang, Executive Vice President of OMODA & JAECOO UK, emphasised the brand’s commitment to evolving the showroom experience: “Our 2035 future showroom will be an experiential hub offering immersive, customised, and enjoyable customer journeys. The showroom isn’t just a transactional space; it’s a place for customers to explore and understand their vehicle in a way that suits their preferences. Our research shows that buyers still value a physical location for car shopping, so it’s about bringing the showroom into the future.”
The research also highlights key aspects of the current showroom experience. It found that nearly half (43%) of UK car buyers place a high value on salespeople with in-depth knowledge, particularly regarding electric vehicles and local charging infrastructure. However, there are aspects of the showroom experience that need improvement. Common complaints include pressure from sales staff (61%), feeling rushed (47%), and encountering hidden costs (46%).
Looking ahead, more than half of respondents (52%) would like to see interactive digital displays in showrooms, while 48% are interested in tech support areas. Additionally, over one in five (22%) expressed interest in AI or robot sales assistants, and 60% would find in-showroom training on car technology beneficial.
OMODA’s research underscores the ongoing importance of physical showrooms and their potential to blend traditional and digital experiences, reflecting the evolving needs and preferences of modern car buyers.
