Mercedes-Benz has introduced a new way for you to check out its vehicles, and you won’t even need to get dressed.

    Called the Digital Showroom, it features a secure video portal where you can log in remotely and get a video tour of the car without anybody seeing you.

    The Mercedes-Benz employee can, however, hear you. You can talk with the product expert, who is using a phone in a gimbal, and receive a tour.

    You can also make specific requests, like asking the expert to show you a particular feature of the car.

    The Digital Showroom is open now – Mercedes-Benz quietly opened it for business in February – and features a rotating roster of vehicles.

    It currently features the new GLC and EQE, though customers can request other vehicles – even a pair of cars, should a customer want to compare, say, a GLB and a GLC.

    The physical venue itself is at Mercedes-Benz Australia’s headquarters in Melbourne.

    Sessions will be available from Monday to Friday, 9am to 5pm AEST, and you can book a session time via the Mercedes-Benz Australia website.

    The company says it can run up to 16 sessions per day, and conversations have been running up to 30 minutes.

    At the end of a session, customers are given the opportunity to configure a vehicle, search existing stock, and book a real-world test drive.

    When asked what the catalyst was for creating the Digital Showroom, a Mercedes-Benz Australia showroom said: “It’s probably a little bit of coming out of COVID, where we’re finding more people are doing research at home and then going into a dealer.”

    “Now that we’re talking a little bit more about it, it should fill up quite quickly,” he added.

    “If it does grow, then there’s a potential to grow this space as well.”

    The company says it was a local decision to introduce the Digital Showroom, with some of the learnings coming out of the Mercedes me cafe and customer surveys.

    William Stopford

    William Stopford is an automotive journalist based in Brisbane, Australia. William is a Business/Journalism graduate from the Queensland University of Technology who loves to travel, briefly lived in the US, and has a particular interest in the American car industry.

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