Which automotive company pioneered the first 'digital showroom' concept that allows customers to configure and experience vehicles in virtual reality without physical cars present?

In the evolving transportation sector, retail innovation labs have revolutionized how customers interact with vehicles and services. These labs develop and test cutting-edge retail concepts before wider implementation, creating seamless customer journeys and brand experiences. Test your knowledge about a groundbreaking transportation retail innovation that changed how customers experience vehicles before purchase.

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Audi with its Audi City concept, first launched in London in 2012
Tesla with its Virtual Design Studio, introduced in 2014
BMW with its Product Genius program and Interactive Walls in 2013
Mercedes-Benz with its Mercedes me stores, debuted in Hamburg in 2015