Renault has opened a car showroom in Seoul’s Gangnam district which has no sales staff and is open 24-hours a day seven days a week.
Access to the showroom is via a QR code. According to Renault Group, the space is designed to blend the convenience of online retail with a more tactile automotive experience, giving customers the freedom to browse, compare and engage on their own terms.
The showroom offers AI vehicle consultations and online test-drive bookings in addition to an on-site restaurant.
According to Renault, it is bridging the physical and the digital world. The showroom is styled more like a contemporary design venue than a conventional dealership, with a glass front, large digital displays and a pared-back interior intended to encourage visitors to linger.
Renault says the aim is to remove pressure from the buying process and make first contact with the brand feel more relaxed and more flexible.
The move comes as carmakers continue to test how far they can push digital retail without losing the personal element that many buyers still value.
