Mach-E mixed reality walkaround
At a Ford event in Germany, attendees queued to walk around a full-size virtual Mustang Mach-E that was never in the room.
Ford wanted event audiences to get close to the Mustang Mach-E, its flagship electric vehicle, without the cost and logistics of putting cars on every stand. Working with Ford's agency partners, we built a mixed reality walkaround that puts a full-size Mach-E into any real space, plus a VR version for fully virtual settings.
Live events are where people fall for a car, but shipping vehicles to events is costly, slow, and limits how many people can get close to one. With electric vehicles there is an extra layer: the features that matter, like charging, are exactly the ones a static display car explains least well.
Ford and its agency partners saw the chance to use mixed reality to put the car wherever the audience is, and asked us to build it.
Through a Meta Quest 3 in passthrough, a full-size virtual Mustang Mach-E appears in the real event space, rendered cleanly and viewable from every angle. Attendees walk around it naturally and explore highlighted points on the vehicle, including the charge port, to see how the car works.
The experience was later extended with modem-activation and VIN process steps, taking it beyond events into technician onboarding contexts, and a Ford Explorer mixed reality experience followed.
The walkaround ran at a Ford event in Germany in September 2023, where attendees queued to try it and the response was strongly positive. The same platform has since grown into a family of Ford XR experiences spanning events and technician onboarding.
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