It had never been done before, and the people at Jaguar-Land Rover were understandably anxious to get it right. One slip, and the world’s first virtual reality car launch could be remembered for the wrong reasons.
Instead, the Autumn 2016 event set a new bar for luxury auto launches and pushed the envelope in Jaguar’s use of immersive technology, which the brand described as “incredible” for sales. Guests were reportedly “squealing with joy and amazement” as headsets provided by HTC and synced by Dell gave them a fantasy whirl of Jaguar’s inaugural electric car, before the real vehicle appeared.
Once the domain of video game makers, virtual reality (VR) and augmented reality (AR) are transforming some of the world’s most traditional businesses.
A PwC study shows that more than one in three manufacturers expect to adopt virtual reality technologies by 2018. Digi-Capital forecasts combined revenues of $108 billion for these innovations by 2021, with AR taking the lion’s share at $83 billion.
“Almost every day, there’s a ‘wow moment’ of somebody doing something you’d have never thought of, or even thought possible, in this space,” says Gary Radburn, Director for Commercial VR and AR at Dell. “And it all began with video games.”