MG Motor India has opened the doors of its first all-digital showroom, MG Digital Studio, in Bangalore. Part of a pilot project from the brand, the new digital showroom has no car on display and instead uses a mix of augmented reality and interactive technologies to showcase the brand’s products to prospective customers. The company has partnered with Mumbai-based tech company Eccentric Engine to develop its new digital visualisation platform.

As per the company, the new digital studio aims to offer a unique visual immersive experience to prospective customers using tech such as augmented reality, an interactive visualiser and an AI-based Human Recognition system to digitally interact with the company’s models.

Commenting on the inauguration of the first Digital Studio, Rajeev Chaba, president and MD, MG Motor India said, “The first Digital Studio is a pilot project and showcases our vision towards the future of automotive retail without a car on display. With the growing importance of omni-channel brand presence, we believe that such showrooms represent the next-generation network footprint in the automotive business.”

Varun Shah, co-founder, Eccentric Engine said: “We are thrilled that MG Motor is leveraging our One 3-D Platform for their first Digital Studio in Bangalore. We believe that the future of automotive sales is ‘Omni-Channel’. We look forward to partnering with MG Motor to visualise their products through more futuristic touchpoints."

The showroom also has a vehicle configurator that will allow customers to spec any MG model based on their preference, and even book their vehicle of choice. For now, customers can experience MG’s sole model on sale in India, the Hector SUV, at the Digital Studio.

The carmaker is working on the launch of its second model for India, the all-electric ZS EV, which will be in early 2020. A 6-seater derivative of the Hector is also in the pipeline.