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Customers enter BMW i using AR

|12 January 2017|


Potential BMW i customers can check out the i3 or i8 via an interactive augmented reality (AR) experience.

Its the first automotive brand to offer this and uses Tango, Google’s smartphone AR tech.

“Our vehicles are emotional products and to get that emotional feeling, you really need to experience them,” commented Andrea Castronovo, BMW Group Vice President, Sales Strategy and Future Retail. “In situations where the desired product isn’t available on the spot, this visualisation is the next best thing.”

And initial users were apparently impressed with just how realistic the experience was.

“In our initial tests, we saw people ducking down when they were getting into the car, as if there really were a roof there for them to bang their heads on,” Andrea said. “It’s that level of detail which means this technology offers the customers real added value.”

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Written By

Iain is a creative writer, journalist and lecturer, and formerly an editor of two international business publications. Iain is now editor of Innovators Magazine, as well as the strategic content director for OnePoint5Media.


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