Mazda Austria embraces Mixed Reality with HeroShow

When Availability becomes a Sales Problem

New models are released, but aren’t available at dealerships until months later. The range of models and variants continues to grow. Showroom floor space is limited. Customer expectations are high.
Mazda Austria has decided to actively close this gap – with Mixed Reality as a core part of their sales strategy. This success story shows what that looks like in practice: an approach that starts at importer level and reaches all the way into the day-to-day sales reality of individual dealerships.

Importer Perspective: From Strategy to Execution

Introducing a new technology is one thing – embedding it meaningfully within an existing sales structure is another matter entirely. Christian Heider (Managing Director of Mazda Austria) and Bianca Breymann (Director Communications at Mazda Austria) explain in the video why Mixed Reality at Mazda didn’t remain a pilot project, but became a permanent fixture in their marketing and sales processes.
The focus is on concrete use cases:
– supporting new model launches before physical availability
– visualising different configurations and trim levels in the showroom
– deploying Mixed Reality as an innovative communication tool
The underlying principle: Mixed Reality doesn’t solve theoretical problems – it addresses the day-to-day pressures that importers and dealers genuinely face.

Dealer Perspective: From Showroom Visit to Sales Close

What sounds convincing in strategy needs to prove itself in practice. Franz Mayer (Managing Director of Autohaus Mazda Mayer) and further dealership managers from the Austrian Mazda network speak candidly in the video about what HeroShow has actually changed in their day-to-day business.
The focus is less on enthusiasm for the technology and more on tangible results: vehicles that aren’t physically in the showroom are still configured, explained and sold. Variants that are hard to describe become tangible. Customers who arrive undecided leave with a purchasing decision.
Several dealers describe specific situations in which the Mixed Reality experience made the decisive difference – deals that simply wouldn’t have happened without HeroShow.
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More than “just” a Showroom Tool

What makes the Mazda story particularly compelling is the breadth of use cases. HeroShow doesn’t only support the sales conversation in the dealership – it’s used across the entire value chain:
– Showroom: interactive presentation of (pre-sales) models and configurations which aren’t physically available
– Trade fairs & events: unique vehicle experiences without logistical effort and with an absolute wow factor
– Fleet sales: flexible presentation of the full model range directly at the customer’s location
– Training: sales staff get to know vehicles before they’re physically available
Each of these areas alone would be a valid reason for adoption. Together, they form a system that creates impact across multiple levels of the organisation and unlocks meaningful synergies.

The Customer Success Story as a Video

In the video below, Christian Heider, Bianca Breymann, Franz Mayer and further voices from the Mazda Austria dealer network share their experiences – personal, direct and from the field.
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NXRT HeroShow Success Story of Mazda Austria

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Conclusion: The Proof is in the Sale

What the Mazda Austria story ultimately shows: the value of Mixed Reality isn’t measured by the technology itself, but by the situations it makes possible. Selling a vehicle that isn’t there. Explaining a variant that’s hard to put into words. Convincing a customer who had already given up.
In that sense, HeroShow isn’t an add-on to the existing sales process – it becomes part of it. And Mazda Austria shows that this isn’t coincidence, but the result of a clear strategic decision: not to try out Mixed Reality, but to commit to it.

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Contact us for a non-binding demo and discover how mixed reality can also support your presentation, training, or sales processes.

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