Audi launches A1 'Augmented Reality'

By Alex Haines

03rd June 2010

It brings a whole new meaning to try before you buy! Audi has introduced an innovative new piece of software that allows consumers to take a 3D look at the Audi A1 model before it arrives in showrooms.

Using a web-based recognition technology known as “Augmented Reality”, consumers can download the new software from Audi's website and interact with a photo-real 3D model of the MINI-rivalling hatch. The MagicSymbol software, developed by interactive IT specialist Inition, is available on the Audi website for PCs as well as being positioned in all dealerships.

The promotion campaign is supported by the new virtual recognition system that requires users to print out the “MagicSymbol” and use a webcam to interact with the A1 in a virtual environment. Potential customers can explore every side of the car, expand, contract, roll forward and backward with the movement of the symbol in relation to the webcam.

Audi said the technology will provide customers with a “real feel” for the new A1 model, claiming the car represents brand name best in a compact, city-friendly package.

Production for the model began last month at their Brussles plant, with Audi trying for a production run of 50,000 units by the end of the year and 10,000 on the road by 2011. SE, Sport and S line versions are available for pre-order now and will start between £13,200 and £18, 300.