Chevrolet is launching a sort of virtual auto show as part of a new online link that allows consumers to shop for a Chevrolet vehicle.
Chevy MyWay, which is part of Chevy.com, launched Wednesday as a test pilot to train the product specialists who will work one-on-one with consumers. Chevrolet will ramp up the site over the next few weeks to two months.
It is similar to Cadillac Live, which is General Motors' luxury brand's digital showroom. There, a product specialist gives a consumer a personalized tour of Cadillac cars.
Chevy MyWay will offer a '"virtual auto show" function too so that, "If there are folks in the Upper Peninsula who can't make it to Detroit, they can go on it and walk the virtual floor to see the vehicles Chevrolet is displaying," said Megan Soule, Chevrolet spokeswoman.
The expansion into the realm of virtual customer relations is the result of the coronavirus pandemic, which caused most major auto shows, including the North American International Auto Show in Detroit, to be postponed. The Detroit show was pushed back from June 2020 until late September 2021.
'Physical experience matters'
During a Wednesday business briefing on Chevrolet, the brand's executives said live auto shows remain important and will not go away.
“We certainly see a role for that physical engagement with the product," said Steve Majoros, vice president of Chevrolet Marketing. “It means a lot for people to be a part of something bigger and the physical experience matters, auto shows matter and vehicle reveals matter."
Chevy MyWay will be "a big part of our sales arsenal in 2021 and beyond," Majoros said.
The Chevy MyWay live tour function runs from 12 p.m. to 12 a.m. just this Wednesday. There are five product specialists on site, versus Cadillac’s three.