Jaguar Land Rover interactive showroom offers a 'Virtual Experience'

Jaguar Land Rover has just issued a press release revealing how they harnessed advanced digital technology to offer its customers virtual “hands-on” access to its model ranges, thus breaking free from the limitations that dictate what can be displayed in a conventional showroom. The system, Virtual Experience, is the most sophisticated yet produced for the motor industry, enabling interaction with an almost 1:1 scale representation of any Jaguar or Land Rover model.

Jaguar Land Rover’s Virtual Experience will allow customers to engage and interact with an almost life-size high resolution rendering of any Jaguar or Land Rover vehicle.

• Users can take 360-degree exterior and interior views, open doors, and start the ignition.


• System includes industry-first feature that allows users to trigger functions simply by pointing.


• Designed to be a highly portable system that can be used in showrooms or public spaces, including places where actual vehicles cannot be displayed

Through a touchpad screen, the customer can select model, equipment grade and feature preferences, which Virtual Experience renders as an ultra-high resolution, real time 3D image and leveraging a ground breaking five million polygons. The customer only has to make natural and intuitive movements or gestures to explore all aspects of the vehicle.

What makes this so spectacular is the equipment required to present the Virtual Experience is simple and portable, even though the technology is so advanced. It only requires a display screen and a laptop loaded with the system to operate. This means it can easily be set up in vehicle showrooms, public spaces, even the sides of buildings, bringing Land Rover and Jaguar models to locations where there might not be enough space or access for a vehicle.

The Virtual Experience was demonstrated publicly for the first time at the reveal of the all new Range Rover in September. Virtual Experience featured on the Jaguar and Land Rover stands at the Paris motor show, supporting the launch of the new Jaguar F-TYPE and Range Rover. It is being further developed ultimately to present the entire Jaguar Land Rover model portfolio, in every variant. The introduction of Virtual Experience is a key element in Jaguar Land Rover’s wider digital strategy for its business that is making innovative use of mobile and on-line applications and tools. In the future Jaguar Land Rover plans to invest further in the technology to enable its customers to design and save their vehicle on a mobile device at home which can be presented to the Virtual Experience to start the process.

Nathan Summers, Jaguar Land Rover Business Relationship Director, said: “Virtual Experience is an innovation and shows where we see the future of our technology development. We are putting the customer in control as well as seeking new ways to modernise and customise their experience when choosing their new Jaguar or Land Rover."

More details can be found on the Jaguar Land Rover media website here.