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Global VR press conference at LA Auto Show signals OEM interest in virtual reality technologies for showcasing vehicles.
Virtual reality technology is taking the world by storm. And the auto industry is getting swept into the action. Leading the way is Jaguar – the British brand drove into bold, new territory with a unique press launch for its first-ever, all-electric SUV concept, the I-Pace, at the 2016 LA Auto Show in November.
It was no ordinary launch; it was out-of-this-world, literally and figuratively. Instead of a traditional unveiling with blaring music, flashing lights, and a big sheet ripped off shiny new wheels, officials chose a ground-breaking launch via a live, interactive virtual reality experience – a world first in the auto industry.
More than 140 journalists from around the world along with Hollywood celebrities, such as Michelle Rodriguez and James Corden, gathered to witness the press unveiling of the future. At a posh film studio in LA, nestled into groups of six, we strapped on a HTC Vive VR headset and headphones to begin the incredible journey into the VR world.
On another continent, a group of journalists in the UK shared the experience simultaneously. Within minutes, we’re transported into an alternate universe greeted by Jaguar design director Ian Callum, who appears before us like a hologram. The cinematics are breathtaking and mind-blowing – at one point, the I-Pace races across the desert towards us. Seconds later, we’re in outer space looking down at the California coastline. The coolest part? Witnessing this concept come to life, appearing piece-by-piece, before our eyes.
First, a steering wheel pops up and we’re in the driver’s seat, grabbing for the wheel – unsuccessfully. In the blink of an eye, we’re in the rear seat with intricate design details emerging around us. Callum tells us to stand up and peer through the sunroof – an awkward and surreal experience that leaves you a little shaky and disoriented, to say the least. Nonetheless, it’s remarkable.
Jaguar’s vehicle line director, Ian Hoban, then appears to explain the engineering and technology features using crisp 3D graphics. Armed with a wireless Vive controller, you can move it back and forth to customize the view and see different angles of the vehicle. Journalists rarely get this close to a concept car. Many concepts cost more than $1 million to build so it’s often a long shot to touch or sit in one. But this VR experience opens up a new way to interact with a vehicle – not only for journalists, but for consumers as well.
We wrap up with a Q&A session. Journalists in LA and London ask Callum questions. While it appeared staged – the presentation too perfect and seamless to believe otherwise – it was still impressive. After more than 20 minutes, we remove our headsets and return to the real world where the I-Pace concept sits in its glory alongside Callum, brimming with pride over the world’s first VR press conference to launch a new vehicle. Clearly, the British brand’s electrification goals of the future are just as daring as the VR presentation itself.
Will VR be the template for car launches moving forward? And could it be the showroom of the future? Joe Eberhardt, President and CEO, Jaguar Land Rover North America, thinks it will play a big part. “Clearly there’s a lot of interest in virtual reality from a customer experience. We actually have a dealership virtual sales aid with the [Land Rover] Discovery that we will be launching in the next couple of months both in Canada as well as in the US where you can configure a car and see different options and interiors. Because it is quite helpful – you don’t have to stock every possible colour combination,” he said during a roundtable interview with fire North American journalists including Canadian auto dealer, on the even of the LA Auto Show.
Eberhardt believes there’s still a vital role for dealerships in the future. “I do think long-term we will see more virtual reality technology. But there’s also still a need for physical environment. We found a lot of customers do like to touch, feel, and test drive vehicles – that, you cannot replicate virtually. There’s still a sensory experience that you need to provide. I think it’s a combination of both a physical retail environment where the processes are different using technology as a support and an enabling mechanism,” he said.
The implications of this technology are far reaching for dealers, consumers, and the auto industry. But Eberhardt warns there’s still work to be done. “Where we have to get better as an industry, us included, is how we integrate the retail experience with the OEM experience so that it is seamless and it doesn’t matter whether the customer integrated with a retailer and vice versa. I think we’re probably slightly ahead on our work in that area with our retailers trying to define what that new experience looks like.”
Defining that new experience will have its challenges. But Jaguar is on the right track embracing technology and virtual reality. Their launch proved VR will have sweeping applications and opportunities for consumers, journalists, dealers and manufacturers alike. It’s time to embrace technology and change because the future is already here.
