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Jaguar Land Rover reveals digital showroom plans

Jaguar Land Rover is developing a digital showroom experience enabling customers to interact with almost scale representation of any Jaguar or Land Rover model.

The manufacturer intends to set the new technology up in showrooms, public spaces and even the sides of buildings. It said the technology used to present the “Virtual Experience” is simple and portable.

Using a touchpad screen, customers can select model, equipment grade and feature preferences, which Virtual Experience renders as a high resolution, real time 3D image. Customer can then explore aspects of the vehicle.

Jaguar Land Rover’s technology department has led development of the system, moving on from an initial challenge set by company CEO Dr Ralf Speth in December last year.

The Virtual Experience was demonstrated publicly for the first time at the reveal of the all new Range Rover in September.

Virtual Experience featured on the Jaguar and Land Rover stands at the Paris Motor Show, supporting the launch of the new Jaguar F-Type and Range Rover. It is being further developed to present the entire Jaguar Land Rover model portfolio, in every variant.

Nathan Summers, Jaguar Land Rover 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.”

Jaguar Land Rover said the Virtual Experience is a key part of its digital strategy for the business. In the future Jaguar Land Rover 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.

Summers said: “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.”



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