The automotive industry has long operated on the principle that customers need to “kick the tires” before making a purchase. But what happens when the showroom door becomes a barrier rather than a gateway?
Maserati Ascot discovered that some potential customers found visiting their luxury showroom intimidating, creating an unexpected obstacle in their sales journey. Recognized this fundamental challenge, the automaker sought to transform their customer journey.
Their solution was to create a digital twin of their Ascot showroom that would serve as an additional touchpoint, allowing clients to interact with the business on their own terms. Rather than replacing the physical showroom experience, they wanted to enhance it by giving customers the confidence and knowledge they needed before their first visit.
Zuant Partnership
The dealership partnered with Zuant 3D, a company that constructs replicas of any space in the digital realm. Using Matterport’s advanced 3D photography technology, Zuant 3D produces a digital twin of the physical showroom.
The virtual showroom wasn’t treated as a standalone feature but rather as an integral part of Maserati’s customer journey. The implementation strategy focused on three key integration points: website integration, social media enhancement and sales communication tool.
The virtual tour was embedded directly into Maserati Ascot’s website, making it easily accessible to visitors already expressing interest in the brand. This strategic placement ensured that potential customers encounter the immersive experience at the optimal moment in their research phase. Additionally, links were strategically placed across Maserati’s social media channels, extending the reach of the physical showroom into digital spaces where modern consumers spend significant time.
The virtual showroom became a powerful tool for the sales team’s introductory communications. When reaching out to prospects who hadn’t yet visited the physical location, sales representatives could share the virtual tour as a way to familiarize customers with the environment and reduce first-visit anxiety.
Customer Engagement Through Innovation
Since launching at the end of April 2025, Maserati Ascot has experienced engagement growth with their virtual showroom:
250+ Unique Visitors: The online showroom has attracted more than 250 unique visitors, representing a significant expansion of the dealership’s reach beyond traditional foot traffic.
High Engagement Levels: On average, each visitor interacted with the virtual showroom 38 times during their visit. This level of engagement suggests that customers are thoroughly exploring the space and finding genuine value in the experience.
Consistent Traffic Growth: The dealership has observed consistently strong traffic to the site through various tracked links, indicating sustained interest and effective integration across multiple touchpoints.
Zuant 3D’s Pete Gillett said previous testing showed it can be quite difficult to run the 3D photography from within a vehicle without special tripods.
“With the added benefit of live video running as well, we feel this gives a sense of real spaces, as if you were on location,” said Gillett. “So much so, that we think the customers will start to expect this initial opportunity before face-to-face visits, and with live video discussions available, this becomes a really useful part of the customer experience.”
