Shopping is undergoing an existential crisis. With or without the coronavirus pandemic, traditional retail has long been under strain - especially when it comes to the car showroom. With the digital model unlikely to completely wipe out bricks-and-mortar, the future is leaning towards a mix - a “phygital” landscape where brands excite us physically and sell to us digitally. The pandemic may have even heightened our longing for experiences, with what many brands are now seeing as the opportunity to offer more unique, one-off and exclusive events in the physical and virtual worlds. And this includes car companies.