Lexus Announces New Augmented Reality App

Lexus has announced the Lexus AR Play to virtually unveil its new 2021 IS. According to the Lexus press release, it is an immersive augmented reality app that has been designed to let users explore the new vehicle through their smartphone or tablet. This is the first of its kind for the car brand.
The Lexus AR Play app will let users interactively preview the vehicle, allowing them, according to the press release:

  • "Virtually walk around the vehicle for up-close 360-degree exterior and interior views.
  • Engage the gamification function to virtually drive the IS in augmented reality like a remote-control car.
  • Personalize the vehicle exterior with eight custom color offerings for the 2021 IS.
  • Open and close the doors and trunk.
  • Explore the vehicle's design, performance, and safety features with high-level audio narration.
  • View 3D cutaways of key technical features, the engine, and chassis.
  • Capture photos for sharing with friends or on your favorite social media channels."
This new app will be available for iOS and Android devices.
"This app is a modern-day expression of a longstanding Lexus core value: 'genchi genbutsu' or 'go & see'- a practice employed by Lexus engineers to go on-site to ensure a true understanding of a situation by experiencing it firsthand," said Lisa Materazzo, vice president of marketing at Lexus, in a Lexus press release. "Now our guests can experience the next best thing to genchi genbutsu with the new IS 350, seeing it for themselves in a way previously unavailable, and long before the vehicles arrive in showrooms in late fall. "
This app is for the new Lexus 2021 IS that was revealed on June 15, 2020. The latest version of the IS, which made its debut 20 years ago, will release to dealerships later this year in the fall. It will be on sale in over 40 countries, according to a Lexus press release on their website detailing the new vehicle.
"What we had foremost in mind in developing the new IS was to make it a car that excelled in communicating with the driver regardless of the road conditions or driving situation," said Chief Engineer Naoki Kobayashi of Lexus International in another Lexus press release. "We aimed to make the new IS a Lexus compact sports sedan that provides high-quality riding comfort while offering a high level of vehicle control."

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