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When car shoppers walked into a Cadillac dealership in Greenwich, Conn., this fall, in addition to the usual collection of gleaming Escalades and ATS Sedans, they found an HTC Vive virtual reality headset.
By donning VR gear, would-be buyers entered a virtual showroom where they could check out the Caddy of their choice without ever climbing behind the wheel.
Luxury carmakers like Cadillac are the first big brands to use virtual reality as a marketing tool, but they’re hardly the last.