New interactive display changes the car-shopping experience

Advertising Age: A new display technology allows car shoppers to "look" through a car's sheet metal into its automotive underbelly. It's just one of many "immersive virtual environments" that put a contemporary twist on the age-old art of playing light tricks — for example, by making a car appear to move when it is actually stationary. These complex and expensive environments were once usually reserved for trade shows or elaborate traveling promotions. But thanks to a drop in cost and improvements in technology, automotive showrooms and other retailers are increasingly embracing these displays with interactive applications.

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