Dealerships love to play games. The waiting game. The let-me-ask-my-manager game. The four-square game. Play them enough and you learn pretty quickly why nobody should ever play them again. So we built a way out using a game engine instead of a sales floor.

The Cadillac Virtual Showroom was the first car-shopping experience of its kind, built in Unity VR for HTC Vive. Shoppers walked through full-scale, walk-around reproductions of the entire Cadillac lineup, set against a panoramic view of the New York City skyline from the Cadillac House rooftop. No salespeople. No games. Just the cars. And the vibes.