Digital technology and applications such as 3D visualization are enhancing how marketers present and launch new vehicle models to the world. Instead of the traditional method that includes an unmoving product, audiences are experiencing a virtual version that provides a glimpse of the car in action and insights into the interior.

As featured in Compass magazine, Dongfeng, the Chinese subsidiary of Japanese automaker Nissan, is an example of how companies are changing up their go-to-market game beyond traditional methods. For the past two years they have astounded audiences with interactive virtual presentations of two models: its flagship Teana sedan in 2013, and again in 2014 with the re-launch of its X-Trail.

Using augmented reality (AR) the presenter was able to give the audience an unobstructed view of the car’s interior while describing described major appointments. With a simple wave of his arm interior disappeared to reveal the chassis and drive train. Their 2014 presentation featured a movie projected onto a screen behind the stage with an X-Trail SUV driving toward the audience that burst (virtually) from the screen and onto the stage.

Watch Dongfeng Nissan’s virtual vehicle presentation:

The video from 2013 attracted 1.2 million views on the YouKu website

youtu.be/4waXNjto2uc

How we go to market, especially in the automotive industry, is taking on a new, 3D format. Check out the recent Compass article to read more about how Dongfeng is mesmerizing their audience.