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Bentley UK looks at digital dealership as first showroom launches in Amsterdam


Bentley has launched a car-less showroom in Amsterdam and could launch similar projects in the UK.

Pon Luxury Cars, the owner of the showroom in Amsterdam, has worked with Sony, AVEX and Bentley to launch a digital dealership where customers can watch videos, browse brochures and configure cars through an interactive multi-source display solution.

A spokesman for Bentley UK told AM that the Amsterdam project’s success and progress would be reviewed and it would then look at the potential for rolling out similar concepts in other markets, including the UK.

The Bentley dealership is located in the five-star Conservatorium Hotel in the Dutch capital. It features a  78 square metre lounge with the latest 4K audiovisual display technology.

Staff at the dealership will use Sony’s Vision Presenter laser projection system to summon product videos, digital brochures, images and web pages. It can be controlled by dealership staff or customers using a Sony Xperia tablet.

Pon said the project was born out of the company’s passion for creating a high end digital brand experience. It also said the dealership’s central location makes it impractical to accommodate Bentley’s vehicle range.

Anouk van Splunteren, Pon Luxury Cars Bentley Amsterdam brand representative, said: “If you walk into an ordinary car dealership, the chances that you’ll find your exact model – specified precisely the way you want it – are pretty non-existent.

“Digital content is definitely the future of car retailing. Our virtual configurator is a really great way to give customers an accurate experience of how their actual car will look.”

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