Lexus has created an immersive
augmented reality app designed to virtually unveil the newly redesigned 2021 IS. The luxury automaker had planned an online unveiling of the vehicle for June 9, but delayed it until June
15 because of the ongoing pandemic and the nationwide protests against racial injustice that began May 25. Lexux AR Play is the first app of its kind for the luxury automaker.
With social distancing the new normal across the globe, Lexus was inspired to develop the technology to showcase the newest iteration of the luxury sports sedan, which first debuted nearly 20 years
ago. The app allows users to virtually walk around the vehicle for up-close 360-degree exterior and interior views, and even open and close the doors and trunk. Audio narration explains the
vehicle’s design, performance, and safety features.
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