Virtual Test Drive

A first-of-its-kind, highly immersive virtual reality racing experience to promote the Lexus RC F performance sedan. Please fasten your seatbelts.

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Category

Auto
Retail

On your mark...

Lexus was interested in creating a first-of-its-kind experience at auto shows around the world to promote the RC F performance sedan. Therefore, Gen City Labs designed the RC Rift experience, a highly immersive virtual reality racing experience utilizing the Oculus VR DK2 headset. By creating a custom CG track that integrated elements from the most famous racing venues in the world and using components from the actual car, including the steering wheel, paddle shifters, pedals, and seat for guided virtual movement, GCL provided Lexus with a truly unique 360-degree simulation that allowed users to compete against each other while experiencing the thrill of driving a Lexus in a safe and stationary environment.

Gen City Labs implemented the UI Design, Front End Development and Technology Integration on this project.
Client: Lexus
Partners: ASV
Project Video Music: “Trying to be Cool (Chainsmokers Remix)” by Phoenix

What the Press had to say

“…the first simulator that uses Oculus’s Dev Kit 2 Rift hardware.”
– The Huffington Post

“The VR simulator includes genuine RC F elements such as a physical steering wheel and foot pedals for users in the simulator to control…”
– Geeky Gadgets

“At the very least, it’s a novel way to get a feel for the car’s interior, and a good look at how companies outside of the gaming industry may use virtual reality technology in the future.”
— Engadget

“You forget you’re in a simulator.”
– VP of Marketing Brian Smith told VentureBeat

“…A perfect scale representation of the car’s interior…”
– Game Informer