News

All-new Vehicle Information Center kiosks introduced

April 25, 2005

If there's anyone who understands the car retail business, it's DaimlerChrysler Motors

Co. The behemoth of the auto world also knows a thing or two about the importance of creating a dynamic buying environment for consumers. In 2000 the company made a major push to bring interactive kiosks to dealerships. In total, more than 1,800 dealerships opted to acquire the kiosks and have been using them as an important part of their selling process.

Last month DaimlerChrysler announced that they were rebuilding a new generation of kiosks that will be going out to dealerships this fall 2004. The new Vehicle Information Center (VIC) has been redesigned from the ground up to deliver a one-stop product information and entertainment resource, as well as assist dealership's salesforce in presenting all of the detailed information that their customers require.

The redesigned VIC includes quite a few new bells and whistles. First, they have moved from the smaller 15" touchscreens on the old units to much larger 19" Elo TouchSystems units for stronger visual appeal. Second, the new kiosks have a thin form factor packaged on top of wheels for mobility. Third, and unlike the previous kiosks, the new VICs have speakers for playing sound and adding to the multimedia experience. Lastly, the enhanced version of the current VIC software comes complete with launch vehicle walkaround videos.

Currently, nearly 80 percent of dealerships receive VIC software, which includes the ability to build and price vehicles, view Accessories by Mopar and SUVPS features and much more. The all-new software will use high-impact audio, video, and interactive elements to enhance the key vehicle features that customers care about most and will be the only place to view launch vehicle walkaround videos. It will also automatically deliver time-sensitive information, such as incentives, directly to the kiosk by utilizing the dealership's high-speed Internet connection. In addition, automatic updates virtually eliminate the need for CD-ROM updates, and occur without any action needed on the dealerships part.

Bryan Williams, sales director for kiosk solution provider Visual Productions Inc., who worked with DaimlerChrysler on both the old and new generation of VIC, said that this is a project at the cutting edge of kiosk technology. "Too many kiosk providers are technologists, but aren't in tune with traditional communication values," said Williams. "We wanted to take our history and experience with marketing and kiosks and build this technology around customers in a way that would appeal like no other technology could."

Another dimension to this project available to dealers is the Microsoft Xbox concept that allows customers to further immerse themselves in the DaimlerChrysler brand in an interactive and entertaining manner. The Chrysler Group is developing video games featuring Dodge, Chrysler and and Jeep vehicles, along with the kiosk. The kiosk has the capability, for Xbox-equipped units, to switch between the VIC software and the Xbox. With the simple swipe of a switch at the back of the touchscreen, the kiosk becomes a gaming experience that sets any dealership apart from the competition.

Approximately 1,500 units of the new VIC are expected to go out this September.

Key Features of the New VIC

- Distinctive, contemporary design will draw plenty of attention
- 19-inch EloTouch monitor ensures an easy-to-use customer experience
- Powerful 2.4 GHz Gateway® computer
- Available Microsoft Xbox lets customers experience brand vehicles through an interactive, entertaining gaming environment
- Hidden switches on the back of the kiosk to choose between VIC and Xbox, and volume control
- Heavy-duty locking casters for easy mobility
- Audio/video out, to display the image on the screen on overhead plasma screen or video wall

Research
www.daimlerchrysler.com
www.visual-productions.com
www.xbox.com
www.elotouch.com

Originally published in the Mar/Apr 2004 issue ofKioskmagazine.