GM turns to mixed reality for Chevrolet Cruze launch

General Motors has rolled out a mixed reality (MR) application to push sales of its new Chevrolet Cruze model in Asia.

Dubbed the V-Showroom, the application, developed by Dentsu Aegis Networks Carat and Isobar, enables potential customers to experience the car in a virtual showroom environment, no matter where they are.

It uses an iPad attached with a structural depth sensor to enable the user to scan any physical space in real-time in order to place a 3D replica of the car on a coffee table, or scaled to actual size on the floor of a room. The app tracks and maps content over the physical environment to show potential customers how the car works and enable them to explore all its features.

“While automotive technology has evolved over the years, the car showroom experience has remained largely unchanged,” said Mark Harland, executive director of marketing, Holden & General Motors International. “We challenged Dentsu Aegis Network to create a solution that would position General Motors as an innovation leader in the automotive space. We are excited about V-Showroom and look forward to scaling this even further across other markets and with different models.”

Chye Yong Hock, innovation director at Isobar Singapore, added: “Through V-Showroom, prospective car buyers can experience the Chevrolet Cruze wherever they may be. Experiential tech such as VR, AR and now MR is going to play a bigger role in our daily lives, and V-Showroom allows Chevrolet to be the pioneer in this space. In particular, the use of MR here really enabled us to design a delightful and immersive sales experience that not only improves the dealership experience, but also brings the points of inspiration and transaction ever closer.”