Car manufacturers were some of the first companies to utilise virtual reality (VR) and augmented reality (AR) for branding and marketing purposes. This week luxury car manufacturer Jaguar revealed its I-PACE electric concept car prior to the full production unveiling next year. For the event Jaguar used a custom designed VR experience on HTC Vive to showcase the new model.
Jaguar partnered with HTC, Dell and developers ReWind and Imagination to create the immersive experience. Guests at VR hubs in London, UK and Los Angeles, US were transported into a virtual space, into which two of the cars creators, Ian Callum and Ian Hoban appeared. The two separate groups were then able to communicate and interact with each other whilst Callum and Hoban explained the design process and technology that went into the concept car. Guests also had the option to sit in the concept’s virtual seat, and get a 360-degree view of Venice Beach as the car was built piece by piece around them.
Ian Callum, Director of Design, said: “The I-PACE Concept represents the next generation of electric vehicle design. It’s a dramatic, future-facing cab-forward design with a beautiful interior – the product of authentic Jaguar DNA, electric technology and contemporary craftsmanship.
“Our virtual reality reveal today has pushed technology boundaries as well, and captures the hi-tech essence of the concept car. We only have one concept car and it is in LA for the reveal. For the first time, VR has allowed us to share it across the globe in the most immersive way possible.”
While Dr Wolfgang Ziebart, Jaguar Land Rover, said: “This is an uncompromised electric vehicle designed from a clean sheet of paper: we’ve developed a new architecture and selected only the best technology available. The I-PACE Concept fully exploits the potential EVs can offer in space utilisation, driving pleasure and performance.”
If you want to see the experience for yourself and you own a HTC Vive, head on over to Viveport to download it for free.
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