Audi Ireland Customers Sample Augmented Reality

Audi Ireland brings augmented reality and a holographic character to three of its dealerships, calling it a global first in the automotive retail industry.

The new AR technology allows customers wearing a headset using Microsoft HoloLens, described as the world’s first self-contained, holographic computer, to immerse themselves in the latest features of the new Audi A7.

Audi Ireland partnered with vStream, a leading Irish experiential technology agency, to launch the AR pilot program.

Instead of peering into a virtual world through a VR headset, customers experience the technology’s augmented reality projected on to their real-world surroundings within the Audi showroom.

The experience lasts about 10 minutes and is broken into three modules: exterior design, interior and technology.

Simone, a holographic character, acts as a guide to the bespoke graphics, 3D sound and video files.

Audi Ireland Head of Marketing Richard Molloy says the introduction of AR is the next step in the evolution of one of Audi’s 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,” Malloy says in a statement. “We are encouraging Audi fans and customers to call into our dealers and check out the state-of-the-art technology experience for themselves.”

The AR experience is available at three pilot dealerships; Audi North Dublin, Audi Centre and Audi Galway.