Immersive images that transform the online car-buying experience

As more and more of the car-buying journey moves online, some automotive professionals are staying ahead of the curve by embracing 360° imagery. That’s the case for two used car dealerships in Japan: FLEX Co., Ltd. and K.C.Y Co., Ltd. Both have integrated the RICOH THETA camera into their daily operations to capture immersive interior views of their vehicles, directly embedded in their listings.

FLEX Co., Ltd.: showcasing unique customized vehicles

FLEX is known for its specialization in customized Toyota Hiace vans, designed for both commercial use and camper-style conversions. In this context, the interior layout plays a key role in the vehicle’s perceived value.

Realizing that traditional photos weren’t enough to highlight the quality and uniqueness of their layouts, the FLEX Hiace dealership in Chōfu started using the RICOH THETA camera to create immersive panoramas. Their goal was simple: allow potential buyers to virtually step inside the vehicle from their very first online visit, without needing to visit in person.

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“One in ten customers now purchases without ever seeing the vehicle in person. 360° photos are key to that decision.”

The team captures the 360° images themselves, directly at the dealership, using a lightweight tripod positioned at different points inside the vehicle.

Implementation:

  • Ricoh THETA camera used in-house by sales staff
  • Compact tripod placed in various interior positions (front, middle, rear)
  • Fast transfer to PC for seamless listing integration

Results:

  • Increased visibility on platforms thanks to the “360° photo” filter
  • 30% of sales now made via Goo-net
  • Hundreds of vehicles captured in 360° since late 2020
  • Significant growth in digital touchpoints along the customer journey

K.C.Y Co., Ltd.: building trust with remote buyers

K.C.Y, based in Fujisawa (Kanagawa Prefecture), had a different goal: building trust in long-distance vehicle sales. With around 80% of sales completed online and most customers located in other regions, the company needed a reliable visual format to show the actual condition of each car.

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“With 360° views, our customers in Hokkaidō or Okinawa know exactly what they’re buying. It’s a real trust booster.”

Ms. Chika Nakagawa is in charge of visual content creation—photos, videos, and now 360° panoramas. Thanks to the ease of use of the camera, she was able to seamlessly integrate it into her daily workflow.

Implementation:

  • 3 to 5 vehicles captured in just 15 minutes
  • Multiple angles per vehicle
  • Direct integration into online listings

Results:

  • 20–30% increase in leads since adding panoramas
  • Faster inventory turnover thanks to 360° photos
  • Fewer doubts from long-distance buyers
  • Enhanced customer experience with no heavy investment

A simple tool with instant impact

These two real-world examples show how the RICOH THETA camera can revolutionize online vehicle presentation. Easy to operate, it enables sales teams to create professional and immersive experiences in just minutes—fully integrated into their listings.

Whether it’s about highlighting unique interiors like at FLEX or reassuring distant buyers like at K.C.Y, 360° imagery has become a powerful lever for boosting sales performance.

👉 Looking to modernize your automotive sales strategy with 360° capture? Contact Us !

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