MG Motor India has launched its new digital initiative the MG eXpert, which will allow customers to browse, accessories, compare and speak to the sales executive for purchasing their vehicle.

The company says MG eXpert will provide customers a holistic purchase experience across multiple touchpoints from the comfort of their home, using human intervention and AR technology. The OEM will deploy Mumbai-based Eccentric Engines’ Experience Manager tool, which brings together the audio and visual content to deliver a seamless product exploration, bridging the gap between virtual and face-to-face interaction.

Gaurav Gupta, chief commercial officer, MG Motor India said, “We are delighted to launch MG eXpert, a human-driven, voice-enabled AI-backed platform. As an auto-tech brand, MG has introduced several industry ‘firsts’ in the Indian automotive space. With a tech-backed seamless customer experience at the core of our brand philosophy, MG eXpert works as a one-stop simple and convenient solution to multiple queries from product feature to ownership. We look forward to offering a refined, informative, interactive, and technologically advanced product exploration experience to our customers from the comfort of their home.”

With the ‘Live Streaming’ AR on-vehicle, customers will be able to see an actual car from the comfort of their home, visualise the colour palate and accessorise the car for the final look and feel. Customers can even connect directly with product experts to make a purchase decision with step-by-step guidance. Apart from a virtual look at the car, MG Experts can provide customers with on-road price, expected delivery date, and variant comparison, effectively bringing the dealership experience home. Moreover, customers can book a test drive at their nearest dealership.

Varun Shah, co-founder and CEO, Eccentric Engine said, “We are thrilled to have progressed our relationship with MG Motor to take virtual interactions to a brand-new level with an integrated suite of products. Our new Experience Manager will provide immense opportunities to our partner MG Motor and their dealership partners to create unparalleled engagement with their customers by changing the very nature of interactions.”

The service will be initially rolled out in select few cities before an all-India 24x7 rollout.