Tata Motors’ Land Rover has unveiled augmented reality (AR) technology ahead of the launch of the Discovery Sport, the Freelander replacement, bridging the gap between the announcement and vehicles arriving in showrooms. The technology will be available at all 117 dealers in the UK.
AR delivers a life-like 3D model to showrooms. Using a Durovis Dive headset, the automaker has created an experience that allows customers to take a complete virtual tour of a full-size 3D model of the new model.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Showroom visitors will be encouraged to put on the headset, which contains an iPhone 5S preloaded with an app. THey will then be directed to look at an activation marker on the floor where they will be immersed in a detailed photo-realistic 3D model of the SUV. Customers will be able to walk around the vehicle to get a full sense of the size and scale of the car. At specific points, different animations will appear to demonstrate new features. When arriving at the driver’s door, it will open to allow a full 360 degree view of the interior. At the rear the tailgate will open to show off the 5+2 slide and recline seating arrangements.
UK marketing head Laura Schwab said: “We wanted to bring the new Discovery Sport to life between the global announcement and vehicles arriving in showrooms. We have received a huge amount of interest from customers through our retailers across the country, and this will give an exciting immersive experience, beyond that of a traditional online configurator or sales brochure.
“Bringing such an experience to a relatively small device provides the customer with the ease and familiarity of an iPhone together with the simplicity of updating the software to add accessories and the latest colour options and I am confident customers will find the experience informative and enjoyable.”
