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Chinese auto information and transaction platform AutoHome (NYSE: ATHM) is one of the official media partners of the 2018 Chengdu Motor Show. In conjunction with the event, held between September 7 and 16, AutoHome used its “AR Showroom” technology to offer users virtual access to the show in advance of its official opening.

The AR Showroom was first launched in July 2017. It was created in partnership with AR company Sight Plus, whose series A+ funding round was led by AutoHome, back in August 2017.

More than 19 million unique visitors accessed the Chengdu Motor Show AR platform, with more than 58 million total visits accounted for. The average visitor spent 3.7 minutes on the platform, which hosted more than 80 auto brands. This data only covers the pre-event visits, up to September 3.

Since being acquired by Ping An Insurance, AutoHome has been shifting its business away from transactions and into asset-light arenas like content and leads generation. The strategy has been paying off, net revenues in the second quarter of 2018 were 1.87 billion RMB ($282.4 million U.S.) — up 31.4 percent year-over-year.

The company invested $100 million U.S. in c-to-b auction platform TTP Car Inc. (AKA, Tiantian Paiche), back in June. According to its news statement, the investment will allow AutoHome to link its own b-to-c service — “AutoHome Trusted Alliances” — with TTP’s c-to-b infrastructure.

Augmented and virtual reality has become a minor battleground between the oldest names in auto e-commerce in China.

During its annual “6.6” sale event last month, Bitauto (NYSE: BITA) also provided potential customers a 360-degree VR test drive of several leading models (which we reported on here).