Hyundai has launched what it claims to be the Middle East’s first digital showroom, in an attempt to change automotive sales by providing customers with a more personalized and advanced experience.

The Hyundai Digital showroom, which is located in Dubai, offers all the traditional features of a car showroom while addressing the needs of those who explore digitally.

Located in the Deira showroom of Hyundai’s United Arab Emirates distributor, Juma Al Majid Group, with whom it was developed, the state-of-the art facility occupies 70m² and features touch screen digital kiosks, multiple monitors and a designated customer area, allowing customers to browse the Hyundai line-up, compare different parameters, and check pricing and features. It also allows them to view finance deals and special offers.

The new venture comes as part of Hyundia’s new Global Dealership Space Identity (GDSI) program, “which will incorporate a coherent identity in all exterior design and interior spaces on a global scale,” says the brand in a press statement. “The new showroom’s concept takes into account Hyundai’s Fluidic Sculpture 2.0 design concept, which focuses on ‘Inner Force’,” it adds.

Tom Lee, vice president and head of Hyundai Africa & Middle East Regional Headquarters, says in the statement: “Our first digital showroom in the Middle East is testament to our commitment to continuously bring new and innovative experiences to our customers, and reinforces our on-going efforts to introduce useful technology in all aspects of consumer interaction. It represents a major step forward in following the company’s ‘Modern Premium’ brand direction, which has helped to transform public perception of the Hyundai brand and make Hyundai one of the world’s fastest growing automotive brands in terms of both volume and brand value”.