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Land Rover puts 3D augmented reality tech into showrooms

Land Rover is using augmented reality (AR) technology to support the launch of the New Discovery Sport, designed to allow showroom visitors a view of the vehicle before it arrives in showrooms from January 22.

The digital initiative will be introduced at all 117 Land Rover retailers in the UK.

The new technology delivers a life-like 3D model to showrooms. Using a Durovis Dive headset, Land Rover has created a virtual tour of a full-size 3D model of the New Discovery Sport.

Customers will put on the Durovis Dive headset, which contains an iPhone 5S preloaded with an app.  They will then be directed to look at an activation marker on the floor where they will see a photo-realistic 3D model of the New Discovery Sport.

Customers will be able to walk around the vehicle to get a full sense of the size and scale of the car. At specific points, different animations will appear to demonstrate new features. When arriving at the driver's door, it will open to allow a full 360 degree view of the interior. At the rear the tailgate will open and customers will be able to witness the versatility of the vehicle, including its unique to class 5+2 slide and recline seating arrangements.

Laura Schwab, Jaguar Land Rover UK marketing director said: "We wanted to bring the new Discovery Sport to life between the global announcement and vehicles arriving in show rooms. We have received a huge amount of interest from customers through our retailers across the country, and this will give an exciting immersive experience, beyond that of a traditional online configurator or sales brochure.

"Bringing such an experience to a relatively small device provides the customer with the ease and familiarity of an iPhone together with the simplicity of updating the software to add accessories and the latest colour options and I am confident customers will find the experience informative and enjoyable."

The New Discovery Sport goes on sale on 22nd January in the UK and starts from £32,395 on the road.

How the Land Rover Discovery Sport appears in the headset


Video demonstration of the Durovis Dive technology

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