Ferrari AR App Italian luxury car manufacturer Ferrari has teamed up with Silicon Valley-based Virtual Reality (VR) specialist zSpace to create an augmented reality app that lets consumers custom-create cars in-store (at present it only functions within the showroom). The app capitalises on consumers’ appetite for digitally enhanced retail experiences. By using 3D tracking technology (developed by US AR software company Metaio), the app recognises specific car models, allowing them to be overlaid with different colours and finishes. Consumers holding an iPad in front of their chosen vehicle can virtually modify its design, witnessing detailed effects on screen for extra reassurance pre-purchase. Using image recognition, the overlays only show the colours applicable to each specific model. The app also allows shoppers to see inner mechanics of the car (such as the engine or braking system) in much more detail.
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