Press release
595KB
august 02, 2023 - Cupra
Behind CUPRA’s Exponential Experience: driving an electric car between the physical and virtual worlds
- The brand’s new phygital experience elevates the emotion of driving the #cupra UrbanRebel Racing Concept with the use of a virtual reality headset, breaking down the barrier between the tangible and the digital
- During development, the biggest challenge was to decrease latency; the headset and the car must be perfectly tracked so that the driver’s sensations match the images they see
- A team of more than 35 people spent a year and a half developing and testing it, with the collaboration of #cupra drivers Adrien Tambay and Jordi Gené
On the tarmac of the track at the former Tempelhof Airport in Berlin (Germany), Klara Andersson straps herself in the #cupra UrbanRebel Racing Concept. The #cupra driver puts on a virtual reality headset and enters the digital world as soon as she presses the accelerator, taking emotion to another exponential level: “It’s mind-blowing! I race cars for a living, but doing it in the virtual world is a whole new sensation. I just want jump into the car again!” exclaims Klara. This is how #cupra accomplished the first phygital electric driving concept, the Exponential Experience.
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