Wheels: Virtual Reality Is Carmakers’ Latest Selling Tool, at Shows and in Showrooms
Supported by Business Day Virtual Reality Is Carmakers’ Latest Selling Tool, at Shows and in Showrooms Photo An engineer, Howard Lin, fine-tuning the Dodge Drag Strip Simulator for this year’s New York International Auto Show. Credit Joshua Bright for The New York Times Advances in microprocessor and electronic-sensor technology have helped turn today’s car into an immersive multimedia experience spread across high-definition screens. But car companies do not limit the technological flash to the inside of the car — high-tech, gaming-inspired marketing pitches are following right on its bumper.
Automakers are offering augmented reality experiences, video displays that involve the viewer and lifelike virtual reality simulations to lure buyers. The most sophisticated executions are developed primarily for events like the New York International Auto Show, opening to the public on Friday.
At shows filled with outrageous concept cars and shiny models making their debuts, it takes more t..