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Augmented and Virtual Reality for Tata Motors
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Automotive customers today are becoming digital-savvy. Personalized experience, customizable products and better service are critical today for car marketers to drive sales. Augmented and Virtual reality technologies are replacing the conventional showroom experience with an interactive one.
One such brand which has always been at the forefront of innovation is Tata Motors – India’s largest Automobile company. With the aim to help Tata Motors to get closer to their customers, Tata Elxsi collaborated with the automotive giant to showcase its latest vehicles at the Geneva Motor Show. Tata Motors showcased Tata Racemo (India’s first connected sports car), Tata Tigor (India’s first styleback) and Tata Nexon (Sporty compact SUV) at the motor show.
The AR & VR based digital experience at the Tata Motors Pavilion allowed visitors to fully experience the features and options available with these models, along with a virtual drive experience in exotic locations such as Paris and Canada among others.
Using HoloLens, a unique Augmented Reality experience was developed by Tata Elxsi for the Racemo car. It highlighted aspects like design lines, body engineering, other technological advancements of the car etc. in a sophisticated way.
The product attributes of Tata Tigor and Tata Nexon were brought alive in an immersive virtual reality zone – VR Bar. The zones used Oculus hardware and customized software designed by Tata Elxsi.
The VR Bar had different phases which covers the complete experience right from configuring the car, customizing as per specific user requirements and driving the vehicles in a virtual reality experience.
The Virtual Reality experience developed by Tata Elxsi was quite a highlight and has been featured in the top three Virtual Experiences in the Geneva Motor Show.

Tata Elxsi
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