Audi AR


Audi Ireland has announced the launch of its new augmented reality (AR) consumer experience, across a number of select Irish dealerships.

The new AR technology will allow Irish customers to be the first in the world to immerse themselves in the latest technology features of the new Audi A7, and represents a global first in the car retail industry. Audi Ireland has partnered with leading Irish experiential technology agency, vStream to launch Audi’s first global pilot programme in Ireland.

Using Microsoft HoloLens, the world’s first self-contained, holographic computer, enables customers to interact with bespoke built, holographic digital content that augments the latest Audi models. Utilising state-of-the-art technology, Audi says it is using innovative and engaging technology to provide a better customer experience. Taking a step beyond virtual reality software, a mixed reality platform was chosen to provide the optimal immersive experience for Audi customers. Instead of peering into a virtual world through a VR headset, customers will now be able to experience the technology’s augmented reality projected on to their real-world surroundings within the Audi showroom. The experience which takes approximately 10 minutes is broken into three modules; Exterior Design, Interior and Technology. As part of the experience, Simone, a holographic character, acts as a guide to the bespoke holographic graphics, 3D sound and video files to tell the Audi technology story.

Richard Molloy, Head of Marketing, Audi Ireland said: “We, at Audi Ireland, are excited to be at the forefront of customer experience technology for the Audi brand on a global scale. For us, it represents the next step in the evolution of one of our core objectives – to become the leading customer experience brand. We are excited to join forces with vStream and by the prospect of creating a first for our customers, a first for Audi and a first for Ireland. We are encouraging Audi fans and customers to call into our Dealers and check out the state of the art technology experience for themselves.”

Andrew Jenkinson, Director & Co-founder, vStream said: “As an international experiential agency at the forefront of augmented reality and mixed reality technology, we at vStream are excited to be working with a global brand such as Audi to launch a global first in Ireland. For us, working with Audi Ireland represents strong synergies in terms of a shared goal in spearheading unique customer experiences through cutting-edge technology.”

The world first AR experience is now available in three Audi pilot dealerships; Audi North Dublin, Audi Centre, and Audi Galway.


About Author

Michael Sheridan

Michael is Motorhub's Editor. Well known from TV and radio, Michael has been writing, presenting and judging cars since the mid 90's. He is a renowned Producer/Director and documentary film maker. Dozens of credits include: The Whole Way Round (Gay Byrne), The Shamrock Run (Alan Shortt), The Viking Run (Clodagh McKenna) and The Irish 66ers (David Mitchell) and The Climb for Kids (Colin Farrell). Print credits include: the RTE Guide (motoring editor 1999-2003), many national daily papers and Sundays including The Irish Times (freelance) plus other magazines. National radio credits include multiple at RTE Gerry Ryan show, the Mooney Show, The Dave Fanning Show, Drivetime etc. TV credits as a motoring expert include RTE's flagship current affairs show Primetime and TV3's Ireland AM. Michael also presented RTE's car show Drive! in the late 90s and directed some items in MPH2 on TG4. Michael contributes weekly on motoring issues to The Last Word show with Matt Cooper on Today FM. Michael has represented Ireland's motoring journalists in Motorsport at the International Mazda MX-5 endurance race series in Italy and the Arctic Ice Race. He has been a Car of the Year Judge for over 18 years and is a former Chairperson of the Association of Professional Motoring Press (APMP).

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