Car subscription site Norel.jp has introduced a VR service to let users browse listings through an immersive experience. They can also consult with a concierge desk casually via video calling.

Norel.jp is owned and operated by Tokyo-based used-cars trading firm Idom Inc. (TSE: 7599). Founded in 1994, Idom also runs a c-to-c car-sharing app Go2Go.jp and used-cars marketplaces Gulliver and GulliverFrima. The group has a wide offline presence for buying and selling cars in Japan. The company operates in the U.S. through Gulliver USA and in Australia through automotive company DVG — in which it holds 67% stake.

The VR service was launched in partnership with VR tech developer Nurve Inc. Norel promises delivery in up to 90 days.

Idom appears to attract second-hand car buyers by giving them rental and buying options. That single fact gives the company a competitive advantage over Recruit Holdings’ used-cars trading site CarSensor.netProto Corporation’s GooNet, CarView.Yahoo.co.jp and flea market operator Mercari — which is aggressively expanding into the auto market.

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