The Audi VR experience was named the ‘VR Product of the Year' at the 2018 NTAs. Now in its second year, the prestigious program celebrates pioneers of new technologies, encouraging both innovation and excellence across a wide variety of sectors. Presented at the exclusive annual ceremony held at the Waldorf Hilton hotel, London, the judges singled out the Audi VR experience as the entry which most clearly demonstrates the practical uses of virtual reality.
A collaborative effort between Audi, ZeroLight, and partners, the project delivers an incredibly immersive configuration experience. Audi customers can customise and explore every car in the luxury automaker's library on a 1:1 scale in range of stunning, dynamic environments, including the surface of the moon. Through such an experience, customers can make a more informed purchase decision.
The 5-million polygon cars are fully customisable both inside and out, giving dealers the ability to freely change the colour, interior, alloys, and trim at the customer's request. Every inch of their car is open for exploration: entering through the doors, the customer can admire each individual stitch of the interior from any of its seats and use the unique x-ray feature to explore its component parts.
"Leveraging VR enables us to deliver an exceptional and experiential method of product discovery. Customers can utilise the medium to go beyond reality and explore their new Audi in ways that weren't possible before." Marcus Kühne, Strategy Lead, Immersive Technologies, Audi AG
After announcing a partnership with Oculus for Business and unveiling the finished solution at IAA in 2017, Audi outlined a world-wide roll-out to dealerships. With over a hundred installations so far, the experience is expected to be in several hundred by the end of 2018.
"The Audi VR experience is a pioneering application of immersive enterprise, utilising a new medium to engage and excite the premium car market. Such recognition highlights the impact of new technologies as part of the automotive retail landscape." Darren Jobling, CEO, ZeroLight