Skoda has unveiled a radical virtual showroom that allows buyers to view cars through a live video stream.
Customers who visit the company's website and select either the Kodiaq SUV or Octavia, will be given the option to request a live online tour, during which a salesperson will answer questions and help configure their vehicle of choice.
Jonathan Harris, head of retail concepts at Skoda, said the link was a response to the growing number of car buyers who are "doing their research online ahead of going to the showroom".
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He added: "This is an important step for the brand and the future of automotive retail and how we interact with customers."
Only three live tours can be run at the same time as there's limited space in the studio used, Autocar says. Customers who find the tours are full can request a call-back for a later time slot.
Skoda "quietly" launched the service a month ago before its official unveiling today, adds the magazine. It has already been used by 184 customers – 71 of whom have "gone on to buy a Skoda model".
Harris also told Autocar that the online sales platform has room to expand if demand was there, with the potential of making the whole Skoda line-up accessible through live video.
Skoda's online showroom can be accessed through its website and is available for its Kodiaq SUV and Octavia Estate.