Audi Galway pilots new augmented reality technology

Audi Ireland has announced the launch of its new augmented reality consumer experience exclusively across a number of select Irish dealerships including Audi Galway - the only one outside Dublin.

The German carmaker says 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 is set to represent a global first in the automotive retail industry. Audi Ireland has partnered with leading Irish experiential technology agency vStream to launch Audi’s first global pilot programme in Ireland.

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.

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 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.


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