Land Rover using Augmented Reality to sell Discovery Sport in the UK ahead of its official, physical on-sale of 22 January.

CAR DEALERSHIPS ARE becoming classier and more comfortable than ever before and now Land Rover in the UK is taking that one step further by offering punters the opportunity to use Augmented Reality to view a life-like 3D model of the new Discovery Sport. Why?

Well, Land Rover says it’s already getting customers roll up to dealerships and enquire about the Disco Sport. It doesn’t go on-sale in the UK until 22 January 2015. The digital initiative will be rolling out across all 117 Land Rover retailers in the UK, there’s no word on whether a similar initiative will be launched in Australia.

“Using a Durovis Dive headset, (the world’s first hands-free smartphone holder allowing users to experience virtual reality) Land Rover has created an innovative experience that allows customers to take a complete virtual tour of a full-size 3D model of the New Discovery Sport,” Land Rover said in a statement.

“When visiting the Land Rover retailer, customers will be encouraged to put on the Durovis Dive headset, which contains an iPhone 5S preloaded with an app. Visitors will then be directed to look at an activation marker on the floor where they will be immersed in a detailed 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”.