TATA Motors wanted to launch the new Nexon and other TATA Motors models at the Geneva International Motor Show. Alongside our partners TATA Elxsi, Brash was appointed by TATA Motors to help conceive, design and prototype a unique VR experience for the TATA motor show. TATA Motors is the only Indian OEM to contribute to this motor show till date.
We designed and delivered a full VR car configurator experience for the Geneva International Motor Show. Customers could take a seat in a unique VR pod, featuring luxurious leather seats and HTC vive with controllers.
Once inside the VR experience, customers could select from a number of base models, configure options like wheels, paint and accessories and preview the car in a number of realistic environments. Once the configuration is completed, the customer could then choose from a number of personalised films that feature their exact car driving in a realistic environment.
Our team of Creatives, VR designers, VFX supervisors, CG artist, Storyboard artists and Developers created a number of concepts that were presented to the TATA Motors team.
Following the chosen route, we designed and created a full prototype VR experience in London. We then flew a team to India for 4 weeks and worked alongside TATA Elxsi to refine and build the final experience. Finally, we oversaw the delivery of the experience in Geneva.
The TATA VR experience was a star digital attraction at the Geneva International Motor Show, attracting thousands of visitors.
The success of the experience at the show has meant that Brash, TATA Elxsi and TATA Motors will continue to work on this project in the future and are currently exploring ways to roll it out India-wide, to several hundred sales centres, as part of an even broader, immersive, digital experience.