Ford Debuts Augmented Reality Display at 2017 North American International Auto Show


As most of the automotive industry focuses on technology and innovation, Ford Motor Co. debuted the company’s first augmented reality presentation last week at the 2017 North American International Auto Show at Detroit’s Cobo Center.

Available to people attending the auto show through Sunday, the AR presentation features a live look at aero testing for the all-new Ford GT as it travels through a wind tunnel at high speeds, as well as a demonstration on the new 10-speed automatic transmission for the 2018 F-150, and a view into the new EcoSport.

“Think of augmented reality as the blending of virtual reality with real life,” says Garett Carr, Ford global auto shows manager. “It’s like having x-ray vision, with the power to take people deeper into our product and technology stories — it feels a little like magic.”

The EcoSport is a departure from the brand’s traditional “high-strength, military-grade, aluminum-alloy-bodied F-150,” and comes with new front and rear styling, advanced technologies including Pre-Collision Assist with Pedestrian Detection, and improved engines.

A video of the AR demonstration can be viewed here.

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