Lexus Partners with Unity to Create Virtual Reality Lexus LC 500

Lexus 3D Engine Unity

3D technology has long been instrumental in the development of new vehicles, and now the advanced virtual models created by car designers are edging their way into other areas of the automotive industry.

One of the more interesting approaches in this space has been a collaboration between Lexus and real-time rendering platform Unity, which brought the LC 500 coupe to consumers by way of virtual reality:

(I experienced the full VR model of the LC 500 at the offices of Lexus ad agency Team One, and was so convinced by the 3D model that I dodged away from a virtual car door.)

Unity has also featured the Lexus LC 500 in a demonstration of its new real-time rendering engine, which is uncanny in its ability to replicate reality: