Lexus reveals Lexus AR Play app for 2020 IS launch

To virtually unveil the new 2021 IS, Lexus has launched Lexus AR Play, an immersive augmented reality app designed to allow users to explore the vehicle through their smartphone or tablet, the first app of its kind for Lexus.

With social distancing the new normal across the globe, Lexus was inspired to develop the technology to showcase the newest design and performance features of this luxury sports sedan, a category favourite since the model's debut nearly 20 years ago.

The Lexus AR Play app allows users to preview the vehicle in an interactive way, enabling users to virtually walk around the vehicle for up-close 360-degree exterior and interior views, and drive the IS in augmented reality like a remote-control car.

Not only that, users of the app can also explore the vehicle's specifications and features with high-level audio narration, view 3D cutaways of key technical features, explore the engine and chassis, and last but not least, capture photos for sharing with friends on social media channels.

Lisa Materazzo, Vice President of Marketing at Lexus, says, "This app is a modern day expression of a longstanding Lexus core value - 'genchi genbutsu' or 'go and see' - a practice employed by Lexus engineers to go on-site to ensure a true understanding of a situation by experiencing it firsthand. Now our guests can experience the next best thing to genchi genbutsu with the new IS350, seeing it for themselves in a way previously unavailable, and long before the vehicles arrive in showrooms in late fall."

The Lexus AR Play app is now available for download in the App Store and Google Play.