Jaguar Land Rover uses augmented reality to showcase Discovery Sport

Jaguar Land Rover has become the latest car brand to tap augmented reality to show off a new vehicle before release, creating a 3D model of the upcoming Discovery Sport.

Jaguar Land Rover: offers augmented reality car tours
Jaguar Land Rover: offers augmented reality car tours

The SUV goes on sale in January. Jaguar Land Rover has built a 3D model of the car within its app, giving prospective buyers a chance to tour the car virtually in showrooms.

Showroom visitors can put on a Durovis Dive headset – a virtual reality device similar to Google Cardboard. The gadget contains an iPhone 5S preloaded with the Land Rover app.

When the wearer looks towards a marker on the floor, a 3D model of the Discovery Sport is triggered. Customers can walk around the vehicle to see the new features and, if they approach the driver’s door, will watch it open to show a view of the interior.

Earlier this year, Lexus built a virtual reality simulator of its new RC F model for the Paris Motor Show.

Laura Schwab, Jaguar Land Rover’s UK marketing director, said: "We wanted to bring the new Discovery Sport to life between the global announcement and vehicles arriving in show rooms.

"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."

The activity was carried out by Jaguar Landrover and agency LIDA.

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