Integrating a Racing Simulator into the Showroom Experience

Integrating a Racing Simulator into the Showroom Experience

Six months ago, Toyota van Gent and Build4Performance initiated a collaboration that would redefine the showroom experience. Previously, Toyota van Gent had rented racing simulators for various events. This time, they decided to purchase their own simulator to make it a more prominent feature within their business. What started as an experimental feature at events has now become a key element of the showroom experience at Toyota van Gent, showcasing their ambition to present themselves not just as an attractive car dealership but also as a desirable employer.

Racing Excitement In the Showroom

Visiting a car showroom might seem like a routine experience, but adding an interactive racing element changes the game. At Toyota van Gent, the focus is on personal attention and creating a unique atmosphere for the whole family, considering many customers are in the market for family vehicles. Diderik van Gent explains, “It offers customers that little bit extra, and it’s also a fun activity for our colleagues.”

Rotating among locations

Toyota van Gent operates multiple branches. Diderik van Gent states, “We rotate the simulator among our locations, in this way, we delight all our visitors and customers with a lap around the circuits of Zandvoort or Spa Francorchamps.”

Customized Experience During Events

Opting for a Stage1 racing simulator, the Static F1, Toyota van Gent aimed for a fully customized experience. The company logo and branding are prominently featured on the simulator and even within the racing game itself, creating a unique and recognizable racing simulator aligned with their brand identity. This personalized touch is used as promotional material during events and in the showroom. Thanks to the simulator’s mobility, it can easily be moved to various locations.

Explore the possibilities

Interested in discovering how a racing simulator can enhance your company’s presence? Contact us at, and let us inspire you with the possibilities.

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Press contact

Eva Beens
Tel: + 971 508 800 950


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