Kuala Lumpur, Malaysia – BMW Malaysia recently unveiled the All-New BMW X5 xDrive45e M Sport in a first-ever live stream event on their social media channels. And now, in collaboration with Entropia Extended Reality (EXR), consumers will be able to explore the timeless trailblazer anytime anywhere, in an action-packed Augmented Reality (AR) experience.

Consumers were stuck at home for months due to the lockdown and weren’t able to visit showrooms, which made it near impossible for automotive brands to launch a car. Bringing the ultimate driving machine home, BMW partnered with Entropia to allow users to see, hear, feel and experience the all-new second-generation X5 through their smartphone – an extraordinary feat achieved through cutting-edge web-based Augmented Reality technology – all without the use of a specific mobile application*.

Ramakrishnan CN, Entropia partner and head of EXR, commented, “Having a future-focused partner like BMW, is what inspired us to delight their consumers through this immersive brand experience. WebAR is a fast-evolving tech and it marks the evolution from app-based generation to ubiquitous web-based one. This opens tremendous opportunities for progressive brands like BMW to add a layer of personalized augmented information over every conceivable touchpoint to engage their consumers.” 

“We opted to bring the joy of The Boss to life in full AR. And, ultimately, that’s our differentiator at EXR – strategic digital transformation solutions for brands through the use of Extended Reality, i.e. AR (Augmented Reality), VR (Virtual Reality) and MR (Mixed Reality).” 

The AR experience presents a virtually realistic 3D model of the All-New BMW X5 xDrive45e M Sport that users can tap to place in any location seen via their phone camera. Utilizing a few easy steps to experience the X5 at their convenience, users will be able to click a link on their mobile phone https://app.bmw.com.my/AR/X5 to create a showroom at home, tap on their screen to position the car, pinch to resize it, and slide in any direction for a 360° view. Tapping on the vehicle hotspots allows users to learn more about the model. On top of that, swiping up will change the car exterior to different colors like Phytonic Blue, Black Sapphire, Mineral White and Artic Grey.

BMW Group Malaysia appointed Entropia as their media agency of record in December 2019.

BMW X5 Web Augmented Reality Experience