The showroom no longer needs cars
Car dealerships traditionally depend on physical inventory.
Space, logistics, and availability limit what customers can see, touch, and configure. That constraint disappears when Volvo introduces a showroom experience powered by Microsoft HoloLens.
Instead of walking around parked cars, customers step into a virtual environment where full-size vehicles appear as holograms.
How the HoloLens showroom works
Using HoloLens, customers explore Volvo cars at real scale.
They walk around the vehicle. Look inside. Inspect details. Colors, trims, and configurations change instantly. The experience feels physical, even though no car is present.
The showroom becomes software-driven. Inventory becomes optional.
In high-consideration retail, the job is helping people visualize options confidently before commitment, even when the product is not physically present.
Why this matters for automotive retail
This is not a gimmick.
Virtual showrooms reduce the need for large floor space and allow dealerships to showcase the full portfolio, including models and options that are rarely stocked physically.
For customers, the experience becomes calmer and more focused. There is less pressure. More exploration. Better understanding before committing.
Experience beats inventory
The deeper shift is about control.
Customers explore at their own pace. Sales staff guide rather than push. The conversation moves from availability to preference.
The dealership turns into a configuration studio, not a warehouse.
A few fast answers before you act
Is this replacing test drives?
No. It improves decision-making before a physical test drive happens.
What is the real business benefit?
Lower inventory cost, higher configuration clarity, and better use of showroom space.
Why does mixed reality fit automotive retail?
Because cars are high-consideration purchases. Visualization matters as much as specification.