Nissan uses Star Wars characters to demo tech in AR experience

Nissan, the Renault-owned car brand, has created a Star-Wars-themed augmented reality experience in its showrooms across the U.S.

See the Unseen features digital droids and stormtroopers from the upcoming film Star Wars: The Last Jedi and aims to showcase Nissan’s vehicle safety technology.

As people select various technology aspects of the car, a different character appears to show them how to use it.

"In our collaboration with Lucasfilm’s Star Wars: The Last Jedi, we have brought 'retail theatre' to Nissan showrooms and found exciting ways to engage customers with a new world of technology," said Jeremy Tucker, VP of marketing for Nissan North America. "While the competition is focused on Santa Claus and red bows this holiday season, we are filling our dealerships with stormtroopers, virtual reality, and the new augmented reality experience, making the Nissan shopping experience much more fun, engaging, and educational."

This story first appeared on

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in