JLR uses virtual technology to revolutionse car buying
JAGUAR LAND ROVER is trying to revolutionise the way people buy its vehicles by utilising the latest advanced digital technology in its dealerships.
The company is offering buyers a virtual “hands-on” encounter with its model ranges in an attempt to redefine the showroom experience.
The system, Virtual Experience, is the most sophisticated yet produced for the motor industry and enables interaction with an almost 1:1 scale representation of any Jaguar or Land Rover model.
Using a touchpad screen, the customer can select model, equipment grade and feature preferences, which Virtual Experience renders as an ultra-high resolution, real time 3D image and leveraging a ground breaking 5m polygons.
The customer makes natural and intuitive movements or gestures to explore all aspects of the vehicle.
The technology may be sophisticated, but the equipment required to present the Virtual Experience is simple and portable. It requires a display screen and a laptop loaded with the system to operate. This means it can easily be set up in vehicle showrooms, public spaces, even the sides of buildings, bringing Land Rover and Jaguar models to locations where there might not be enough space or access for a vehicle.
Jaguar Land Rover’s technology department has led development of the system, moving on from an initial challenge set by company CEO Ralf Speth in December last year.
Working alongside marketing, design and engineering departments, and with external suppliers, the project was steadily refined to ensure the technology deployed would co-ordinate perfectly with Jaguar Land Rover’s systems. The Virtual Experience was demonstrated publicly for the first time at the unveiling of the all new Range Rover in September.
Nathan Summers, JLR’s Business Relationship Director, said: “Jaguar Land Rover offers customers an exceptional breadth of choice to tailor their vehicle. Virtual Experience presents customers with the opportunity to experience their personally designed vehicle in a very real environment.”
The introduction of Virtual Experience is a key element in JLR’s wider digital strategy for its business. It will incorporate innovative use of mobile and on-line applications and tools. In the future JLR plans to invest further in the technology to enable its customers to design and save their vehicle on a mobile device at home which can be presented to the Virtual Experience to start the process.
“Virtual Experience is an innovation and shows where we see the future of our technology development. We are putting the customer in control as well as seeking new ways to modernise and customise their experience when choosing their new Jaguar or Land Rover,” added Mr Summers.
