The Maybach XR Concierge

Mercedes-Maybach stands for ultimate luxury in its most modern form. With the "Maybach Atelier", Mercedes-Maybach has opened an exclusive showroom in Shanghai, where customers can design their individual future Maybach vehicle. At the heart of the exclusive Maybach experience is the Maybach XR Concierge. An ultimate showroom and configuration experience that blurs the boundaries between physical and digital reality in a highly personalized sales process. The rollout took place at 16 dealerships in China (January 2024).

The Maybach XR Concierge stands out on several levels:

1) Multi-sensory sales pitch: Displayed in portrait format on a large 83-inch OLED screen, the user is immediately drawn into the luxurious world of Maybach. The experience takes the user on a multi-sensory journey around and into the vehicle,

showcasing technology, comfort, and luxury features, as well as optional equipment.

2) High-end technology: We integrated various technologies such as an Unreal Engine-based car visualizer, iPad controller, RFID sensors and WeChat applets to create a multi-sensory customer experience that extends beyond the showroom with personalized and shareable content.

3) iPad controller for the dealer: The advisor controls every step with an iPad and can customize each part to the customer's needs.

4) Physical connection: In addition to the digital configuration, physical color and material samples equipped with sensors can be added to a digital configuration by simply placing the item on the table where the conversation is taking place.

5) Customization options: The configuration process goes beyond simply selecting different trim options such as colors, trim, upholstery and additional features. It aims to evoke an emotional response from the customer by carefully considering both subtle nuances and large elements. That's why we showcase each luxury feature with special highlight cameras and animations, a total of about 60 unique animations.

6) Digital giveaway: After configuration, a WeChat mini-program allows customers to save and "take home" their personalized vehicle.

In summary, the Maybach XR Concierge is an innovative demonstration of how VR technology and personalized customer experiences can be successfully used in the automotive sector to enhance the feeling of luxury and exclusivity.