Magic Leap One owners, start your virtual engines, as automotive virtual reality developer RelayCars has published an app to Magic Leap World that lets users customize and test drive a 2019 Kia Stinger.
The RelayCars app, which is available as a free download, enables Magic Leap One users to examine a 3D model of the car from various angles in their physical space, modify its color, and view the virtual vehicle driving around the room.
RelayCars has created similar experiences through virtual reality apps on iOS, Android, Oculus Go, Google Daydream, Samsung Gear VR, and Windows Mixed Reality, but Magic Leap is its first foray into augmented reality, with Kia serving as its beta customer.
"Stinger is like nothing anyone has ever seen from Kia and RelayCars for Magic Leap allows us to bring this award-winning sports sedan to everyone, so they can experience the vehicle when and where they want on the social platforms they use most," said Kimberley Gardiner, director of marketing communications at Kia Motors America, in a statement. "Stinger is a testament to what Kia can and has achieved, and this innovative way to interact with and experience Stinger allows consumers to take their time getting to know both Stinger and the Kia brand."
Back in August, RelayCars revealed that it was planning to bring the app to the Magic Leap One, but Magic Leap gave the world an early taste of what such an experience would look like through its Drive demo app. That said, RelayCars can claim credit for breaking new ground with a branded experience.
"We are proud to be the first automotive application available specifically for the Magic Leap One," said David Falstrup, the CEO of RelayCars. "It is an exciting time to be in the industry and be able to provide new and improved product offerings on a regular basis. We hope that the integration of the Kia Stinger GT into the RelayCars for Magic Leap will ultimately lead our team to create more immersive experiences that will allow customers to experience the car in its entirety, up to the power and drive of it."
In recent months, automakers such as Porsche, BMW, Nissan, and Renault, among others, have already dabbled with augmented reality as way to give potential customers an immersive view of their vehicles.
However, promotional projects really just scratch the surface of AR's growing role in the consumer-facing world of automotive AR experiences. For example, companies like WayRay and Continental are developing AR dashboard displays, and automakers like Mercedes Benz and Hyundai are working to improve the old auto manual with AR versions of the same.
Nevertheless, taking the Magic Leap One into the automotive space, on any level, is truly the beginning of Magic Leap's attempt to compete for enterprise dollars versus the HoloLens in a space where Microsoft has already made so much progress.