Audi customers will be given a new and different experience as the latest model of the TT Coupé launches in 115 Audi Centres around the UK this week. Customers will have the opportunity to don a Samsung Gear VR Headset powered by Oculus technology.
Wearers will be immersed while exploring the third generation TT and its variants using virtual reality technology.
Juergen Löffler, TT designer, assumes the role of virtual guide, explaining the concepts behind the design of the new Audi TT S Coupé before taking customers on a lap of the Neuberg Audi race track, situated in Germany.
Through Samsung Level Over headphones, the sound of the 306 horsepower four-cylinder engine will take the customer through a virtual reality lap.
The virtual reality experience will also offer the customer a comparative overview about the TT S Coupé and the TT Roadster, which are to be launched this year.
Nick Ratcliffe, the Head of Marketing for Audi UK says: "This ground-breaking initiative adds a touch of theatre to automotive retail, allowing Audi customers to experience the thrill of the new third-generation TTS in its full glory.
"Audi broke new ground when it first introduced the TT back in 1998, so it is fitting that the new model is launched using cutting-edge virtual technology that showcases the car's beauty and power.
"We will become the first automotive manufacturer to install virtual reality in every one of our UK sales outlets. It is yet another example of the Audi ‘Vorsprung durch Technik' philosophy in action."
"The Samsung Gear VR is a powerful representation of how we are continuing to innovate with the Gear series," said Ines van Gennip, Marketing Director, IT & Mobile Division, Samsung UK & Ireland. "It offers people a totally new way of using mobile technology to interact with a brand, and in this case have an immersive experience with the new Audi TTS."
"The effect is the equivalent of being sat in the passenger's seat of the car, meaning Audi customers don't have to imagine driving the TTS - with the Gear VR that experience becomes much more real."