So far, the new BMW app has been tested at a dealership in Munich where Product Geniuses were up and running with the new Tango app in minutes. The app provides an immersive experience for potential buyers. Andrea Castronovo, BMW Group Vice President of Sales Strategy and Future Retail says, “In our initial tests, as people entered the car virtually in the app, we saw them ducking down, as if there really were a roof there for them to bang their heads on. It’s that level of detail which means this technology offers the customers real added value.”

Being able to visualize and experience the car like this means the app helps customers in a way no printed list of option or pictures on a computer screen can. Castronovo explains, “You can list out a car’s features on a sheet of paper or a webpage, but this doesn’t help customers with the emotional side of their decision-making process. To create that emotional connection, people really need to experience a car. Videos can help, but Tango gives people a much more immersive experience.”

We’re excited to see how companies like BMW are adopting Tango and smartphone augmented reality technology to help people shop more effectively in stores and at home. You can experience similar AR apps on Tango enabled devices including the Lenovo Phab 2 Pro and the Asus ZenFone AR coming soon.