G-BOX XR MANUFAKTUR
Next-Level Retail with The Mercedes-Benz G-Box
Project Awards
We are proud and honored to have received industry recognition for this work
2022
Best Use of Technology
2023
Gold Award for Intelligent Interaction – Mercedes G-Box
2023
Bronze Award for Smart Large Screen
Starting Point
Stronger than time
The G-Class is one of the longest-produced vehicle models in automotive history: the „Geländewagen“ with the characteristic box design has been built in Austria. At first glance, the G-Class may still appear boxy and spartan – in fact, it now offers unique, luxurious and state-of-the-art equipment details.
Along with the strong trend towards individualization and the shift towards a tailor-made build-to-order market, Mercedes-Benz is redefining the retail approach for the G-class in China.
What is the G-Box?
Placed in brand showrooms, trade shows and events, the G-Box is an eye-catching, movable piece of furniture that transforms any venue into a product sales area.
The heart of the G-Box XR Manufaktur is the software, powered by Unreal Engine 5.3, and invites users into a hyper-realistic world with native 4K resolution. Stepping into the captivating universe of the G-Class, where the Mercedes-Benz G500 and Mercedes-AMG G63 await exploration in 360 degrees.
Users can interact via the touchscreen or with the help of the 3D-printed, sensor-equipped objects: paints, rims and seats can be placed in the RFID scan field, which instantly adapts the visualization of the G-Class.
„We wanted to give new and intuitive impetus to the user journey by using the high visual quality of the Unreal Engine at the heart of a multi-sensory experience“, says Hendrik Niedenthal, Project Lead at mediaman Shanghai, describing the philosophy behind the approach.
Beyond customization, the G-Box serves as the gateway to the G-Class experience, offering various immersive adventures that showcase the vehicle’s capabilities in off-road environments. A single tap on the experience button activates dynamic demonstrations, such as tilting and elevating the car to demonstrate its hill-climbing prowess or submerging it in water to illustrate its fording depth.
A multi-sensory experience
Key differentiator of the G-Box is the interplay of tangible elements with the digital content, enabling physical interaction with a multi-sensory response. Discreet LED signals indicate which option is available for the currently selected G-Class model, or alternatively, reflect the ambient lighting selected in an interior configuration.
Any available colors, rims or seats are placed next to the screen as precisely colored and 3D printed miniature versions, ready to be picked up, felt and placed on the RFID field to be included in the current configuration.
“The G-Box provides our customers with a unique experience for all senses. They can see, touch and feel the various ‚manufaktur‘ elements”, Zhang Xue, G-Class Individualization and touchpoint consultant, emphasizes the importance to address all senses of a potential buyer.
Moreover, the G-Box integrates the sounds, which make the G-Class so iconic. It impulses add another emotional layer to the overall experience.
Customer-Centric Retail
The G-Box equates to major shifts. These shifts are primarily defined by rising customer expectations for vehicle customization and a hybrid retail experience that seamlessly and consistently spans across all digital and physical touchpoints. In such scenario, the customer is able to pick up on a configuration and proceed accordingly at any point in time and at any touch point during the buying journey.
In addition, its technological architecture and data-driven appearance make each G-Class created with the G-Box a digital Built-to-Order (BTO) representation of a product cycle, where updates or local market availability can be easily set over the air (OTA).
The G-Box XR Manfactur already plays an important role at dealerships, events and other retail locations in presenting the G-Class in all possible individual configurations, to visualize complexity but most importantly to give a customer an emotional and unique buying experience.
