Rockar, a UK Hyundai dealer, have opened a digital car showroom in the Bluewater shopping mall. Alongside display cars, the store is populated with 26 digital screens. These wrap round the entire space and display. There are interactive screens where consumers can see lists of potential cars before customising the car to the customers taste. "Rockar Hyundai is an exciting new way for consumers to be able to buy a new car. It is innovative, challenging and it utilises modern technologies to make life easier for our customers." said Tony Whitehorn, president and CEO, Hyundai Motor UK.