Laura Schwab, Jaguar Land Rover U.K. 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.”
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Car companies have always known that the time between a new model announcement and delivery in a showroom represented a golden opportunity stuck in no man’s land.
Hard to say if this approach will work better then a film or brochure but with 117 showrooms participating, they should get a good idea. Use of augmented reality/VR is a growing trend.