Carmakers the world over have utilised immersive technology from the design stages all the way through to marketing their latest models. Illustrious sports car manufacturer Lamborghini used virtual reality (VR) in 2015 to promote the Huracán, and now in 2020, the new V10 Huracan EVO RWD Spyder is getting the augmented reality (AR) treatment.
To see the new model, Lamborghini fans need to head to its official website on a compatible iPhone or iPad (AR requires iOS 11 and an A9 processor or later) using Apple’s AR Quick Look. On the site, Apple users can simply tap “See in AR” to view the new open-top rear-wheel-drive model anywhere they like, from their living rooms to their driveways.
The AR experience enables the Huracan EVO RWD Spyder to be rotated and scaled as required, all the way up to 1:1 scale. This enables viewers to freely look closely at its exterior and interior details. They can also take pictures of the new car, providing a high level of photorealism.
This is the first time Lamborghini is using AR to promote a new model, as countries battle to contain the coronavirus (COVID-19) pandemic through lockdown measures. Lamborghini will soon expand this functionality to the entire range.
“At a time of major business challenges, Lamborghini is innovating once again and exploring new methods of communication. New technologies have accelerated rapidly during this time of global emergency, and Lamborghini is pioneering exciting new possibilities. Starting tomorrow, Lamborghini can be in everyone’s home thanks to Apple’s AR technology, which is available on hundreds of millions of AR-enabled devices around the world,” said Stefano Domenicali, Chairman and Chief Executive Officer of Automobili Lamborghini in a statement.
The AR model will likely be the closest most of us come to the V10 Huracan EVO RWD Spyder, not least because of the pandemic. With a suggested retail price of £151,100.00 (approximately $186,000 USD) the car offers owners a 0-62 mph acceleration of just 3.5 seconds and a top speed of 201 mph. And its soft-top roof reportedly stows away within 17 seconds, up to speeds of 31 mph.
As further examples of carmakers using VR and AR arise, VRFocus will keep you updated.