Production prowess: Chrysler takes people on a virtual tour

Los Angeles – Chrysler has launched a 4D, virtual reality experience that takes Oculus Rift headset wearers inside the production process of its new 200 model.

Premiered at this year’s Los Angeles Auto Show, Beneath the Surface uses Oculus Rift technology to transport the wearer into the shell of a 2015 Chrysler 200 as it starts its journey along the production line.

The four-minute video, created by agency Wieden + Kennedy Portland in partnership with production agency Stopp and creative agency MPC Creative, illustrates how dedication to superior production processes translates into a better-to-drive vehicle, according to Chrysler.

‘Rarely does anyone get a glimpse of how a car is made and we found the process fascinating, so we worked with [Chrysler] to help create a way for people to experience it in the most realistic way possible,’ Aaron Allen, creative director at Wieden + Kennedy Portland, said in an interview with Fast Company. ‘Virtual reality enabled us to give people a completely immersive 4D look into the process.’

Read our microtrend on Virtual Browsing for more on how retail brands are creating virtual reincarnations of physical stores and products.