French VR specialist Dassault Systèmes is set to support the launch of the new DS 7 Crossback SUV with a VR offering for the PSA Group brand’s showrooms.

Unveiled at the Geneva Motor Show alongside the new DS Automobiles product, the “DS Virtual Vision” concept aims to transform showrooms and invigorate the car buying experience by offering customers an immersive virtual reality experiences for all the premium brand’s vehicles, it said in a statement.

Following the show, DS Automobiles plans to deploy “DS Virtual Vision” in its retail network across Europe in DS STORES, helping consumers to discover and configure their DS in virtual reality.

“Effective vehicle sales and marketing help complete a circle that first began with ideation and design,” said Olivier Sappin, vice president, Transportation & Mobility Industry, Dassault Systèmes.

“The 3DEXPERIENCE platform lets automotive brands differentiate themselves and reinvent the event and showroom experiences by infusing gamification, virtual reality, interaction and discovery, as well as real-time consumer tastes and preferences, into the discovery and purchase processes, even before a vehicle is physically available.”

Dassault Systèmes claims that DS Automobiles can optimise dealership space and boost sales through the use of its VR platform.

The system, based around a HTC VR headset, might point towards a greater prevalence of DS pop-up stores in the high street and shopping centres, where space for physical demonstrator cars is limited.

Currently, the DS Automobiles brands five models – DS 3, DS 3 Cabriolet, DS 4, DS 4 Crossback and DS 5 – can be accommodated within its UK showrooms.