Let Jaguar Land Rover‘s Innovation Lab and Formula E racing simulator take you on an immersive journey at the Dubai International Motor Show

When visitors to the Dubai International Motor Show head to the Jaguar Land Rover stand, they will find an astonishing experience. Not only they will have the opportunity to try the cutting-edge automotive technology deployed on current Jaguar Land Rover products in the premium carmaker’s Innovation Lab, but they will also get a taste of an electrifying adrenaline rush endured by the modern racing driver.
The latest developments in the realms of vehicle head lights, cabin air quality and petrol engine technology will be showcased at the Innovation Lab while separately, motorsports enthusiasts will have a chance to enjoy the sensation of piloting a Formula E single seater racing car as part of a VR experience, highlighting Jaguar’s position as the first premium manufacturer to enter Formula E in 2016.
The two experiences will unfold in custom built settings which isolate the user from the general background noise and activity at the show, while the latest VR technology will transport them seemingly into another dimension. The net result is the kind of sensory experience which really is the next best thing to being there, particularly in the Formula E racing car, where show-goers will not only feel the whole-body vibrations and steering wheel feedback typical of the real experience, but they’ll have the impression of the airflow rushing past them thanks to built-in wind fans which create that effect.
Bruce Robertson, Managing Director of Jaguar Land Rover MENA, said: “It’s not only in our cars that we at Jaguar Land Rover employ the latest technology. We try to give visitors to our stand at motor shows around the world a truly memorable experience and, having tried it myself, I can tell you that our immersive virtual reality journeys definitely help us tick that particular box. Virtual Reality is an important tool that helps us tell an exciting story for Jaguar Land Rover and to showcase some truly innovative new technology and our entry into Formula E.”
On the technology side, once inside the special VR pod, visitors will learn about the benefits and improved safety that new headlight developments add to Jaguar Land Rover vehicles thanks to a narrated film which brilliantly illuminates this fascinating subject. Throughout the experience the visitors will be explained various lighting technologies, including the new Matrix LED system, using both animation and original footage shot at Jaguar Land Rover’s Gaydon test track. Animation is also used to explain the very real benefits of cabin ionization, an air purification technology coming to Jaguar Land Rover vehicles which delivers improved air quality and freshness to occupants – something which has been proven to benefit hair and skin condition.
For the genuine petrol heads out there, the Jaguar Land Rover stand will also feature a touch screen display which allows the user to explore the inner workings of Jaguar Land Rover’s own new Petrol Ingenium engine by ‘exploding’ a detailed diagram with the swipe of a finger. This allows them to drill down, deep into the technical detail of various components, learning about their enhanced performance and capability with the aid of infographics, animations and supporting text.
Or maybe you’re the type that likes a driving skills challenge? Step forward onto the Jaguar Land Rover stand at the Motor Show and embark on a VR journey that will culminate in a virtual test drive of the Jaguar I-TYPE 2.0 single seater. First, you’ll learn about Jaguar’s incredible motorsport heritage through a film featuring the legendary Sir Stirling Moss. Then you can virtually meet the drivers of the Panasonic Jaguar Racing Team who are leading the charge following Jaguar becoming the first premium manufacturer to enter Formula E in 2016. Finally, you’ll be ready for the ride of a lifetime – albeit one in which you will not make any forward progress! You’ll find yourself tackling a series of high-speed driving challenges through some of the street circuits that Formula E will visit during its fourth season, including Paris, Hong Kong, New York and Marrakech. You’ll even have the chance to deploy the power of social media with your own #FanBoost to help you push for the win – remember this is a competitive challenge and you’ll be racing against others!
It all adds up to making the Jaguar Land Rover stand at the Dubai International Motor Show unmissable, something that just like the Jaguar and Land Rover product ranges, is bound to get your pulse racing just a little, or perhaps even a lot, quicker!
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