Lamborghini Uses Gear VR to Promote Huracán Sports Car

With virtual reality (VR) technology growing in popularity by the day more and more brands are starting to utilise head-mounted displays (HMD) for marketing purposes. This week sees Italian sports car manufacturer Lamborghini utilise Oculus VR and Samsung’s Gear VR smartphone-based HMD to promote its latest work, the Lamborghini Huracán. The company revealed this new experience alongside the car itself to attendees of the Geneva Motor Show, which is currently running until 15th March 2015.

As seen in a video below, the experience takes users for a fast test ride in the Lamborghini Huracán with them positioned in the passenger seat as someone else drives. At the show, users could sit in the car itself to get an authentic taste of the piece. As noted by user reactions in the clip, the experience aims to give players a sense of speed as they race around a course. It appears as if this is the regular edition of Gear VR using the Galaxy Note 4 smartphone and not the newly-revealed Gear VR for S6, which utilises Samsung’s latest flagship handset.

It’s not clear if this VR experience might become available to all Gear VR users in the future. Don’t expect this to be the last time the HMD is used for these kinds of experiences, though. Samsung has been busy lining up a range of lucrative content partners such as the NBA to produce video for its Milk VR video app. The company also plans to bring exclusive TV content to the app, including a brand new series from Skybound Entertainment. Elsewhere, third-parties are currently preparing to launch their own content onto Milk VR, meaning Gear VR will be stacked up with video content in the near future.

VRFocus will continue to follow any and all VR compatible content, reporting back with any further updates.