JLR's digital showroom

Time 9:45 am, October 24, 2012

JAGUAR Land Rover has created a digital vehicle showroom where customers will get to design their car in a virtual world.

The system, ‘Virtual Experience’, is the most sophisticated yet produced for the motor industry, says the firm, and allows customers to ‘interact’ with an almost 1:1 scale representation of any Jaguar or Land Rover model.

Using a touchpad screen, customers can select the model, specification and the optional extras. An ultra-high resolution, real-time 3D image of their personalised car is then created.

Jaguar Land Rover’s (JLR) new system follows on from Audi City. The German firm created a dedicated digital dealership in London earlier this year, which offers similar levels of digital interaction.

However, JLR stresses that the system can be used anywhere – from traditional dealerships to the sides of buildings, thanks to a simple set-up involving a display screen and a laptop with the system installed on it.

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.’

JLR is also exploring a system whereby customers can design and save their vehicle on a mobile device at home, which can be presented to the Virtual Experience to start the process.

Summers added: ‘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.’


James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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