Make it a reality: Build and personalise your own Land Rover Defender

The Global Retail Experience team is giving everyone the chance to build and personalise their own Land Rover Defender in augmented reality.

Using the latest AR technology, the app will allow enthusiasts and prospective buyers to fine-tune and view their designs with their iOS or Android smartphones.

The application is the most comprehensive and immersive ever created by Jaguar Land Rover, as it has been developed in 20 different languages, and has more than 80,000 different configurations of the New Defender to choose from. 

No matter where you live, you can build a vehicle that you will be able to purchase from your local retailer.

Tracy Kirby, Global Retail Environment Launch Specialist says it gives customers the luxury and freedom of designing their own vehicle when and wherever they like, adding:

“We are helping customers visualise their own Defender. For example, if you want to use the app at home and place a full-size version on your driveway to see what it looks like – you can.”

Mel Simkiss, Retail Environment Manager, who played a pivotal role in the development of the application, says you can change your choices or add an accessory pack within a couple of clicks.

“You can take a virtual tour of the interior, and explore what it would be like to sit in the front, rear, and third row seats. The boot even comes loaded with a number of branded goods that you can pre-select.”

You can opt to personalise either a Defender 90 or 110, before choosing from the myriad of options available. The app lets you choose the trim level, body colour, wheels, accessory packs, and even add in a selection of branded goods to create your dream 4x4.

Once you have created your Defender, the app will showcase the vehicle’s off-road ability on different terrains, including in the desert, snow, forest or the concrete jungle.

Alice Jones, Global Head of Retail Experience, said: “Before the Defender arrives at our retailers next year this app will bring the vehicle to life in front of our customers. 

“It creates a wow moment for buyers and enthusiasts as they can experience it in real time. They can even take a photo of it and share on social media in seconds.”

Why not create and personalise your own Defender? – Download it on your smartphone or tablet here

The Global Retail Experience team has plenty of know-how creating AR experiences to support the launch of a new vehicle, after previously building apps for Discovery, Velar, E-PACE, I-PACE and new Evoque.

The Defender AR app uses the latest technology and a new platform, which has given the team greater flexibility, and allowed them to develop a far more sophisticated experience.

Previous apps had been designed for retailers to use exclusively in their showroom. At the time the technology was cutting-edge, but it did mean an extensive amount of kit and space was required to run the AR experience.

Tracy said: “Current technology and innovation has moved on since 2016, allowing us to do so much more in augmented reality.

“Previously, we used a content management system to push the app to all our retailers around the world. It meant each one had to have a specific phone, tablet and headset, as well as a large ‘marker’ to trigger the virtual vehicle experience.

“We collated feedback from retailers and customers to help us develop this new experience.”

The change of technology gives the new AR app added longevity after the Defender arrives in the showroom. 

In previous iterations the app would only host a generic version of the vehicle, whereas now customers can build any configuration available in their market before committing to buy, as Alice explains.

“From a customer’s point of view, they won’t be able to see the physical vehicle until next year, but they can see and experience it through the app today.” 

Why not create and personalise your own Defender? – Download it on your smartphone or tablet here

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