Jaguar Land Rover

Delivering immersive buying experiences with ITG and Unreal Engine technology

Client

Jaguar Land Rover

Website

landrover.com

Industry

Automotive

Pillars

Integrate

ITG and JLR

Jaguar Land Rover (JLR), a world leader in automotive innovation and modern luxury, sought to redefine the customer purchase journey. Known for pushing boundaries in design and technology, JLR partnered with ITG to explore how cutting-edge gaming technology, Unreal Engine, could elevate its iconic Classic Defender’s purchase journey to drive more sales.

The result is a cinematic and engaging 3D visualisation experience, seamlessly integrated into JLR’s existing Martech and Sales systems. This transformative collaboration enabled JLR to deliver an unparalleled customer experience, while also unlocking greater engagement and conversions.

The Challenge

JLR aimed to modernise its vehicle purchase journey by leveraging Unreal Engine’s advanced gaming technology. However, to do so required seamless integration into its existing martech framework, without compromising data models or operational efficiency.

Key challenges for JLR included:

Enabling intelligent automation via 3D configurator experience that could adapt to different environments and features and generate content on-the-fly.
Maintaining seamless integration with JLR’s robust configurator framework and rules engine.
Rapidly scaling the visualisation experience to support multiple markets in a short timeframe.
Delivering a more engaging customer purchase journey while upholding brand quality and consistency.

The Solution

ITG worked with JLR, its 3D asset team, and PureWeb to integrate Unreal Engine into JLR’s purchase journey. Together, they created an immersive 3D experience, enabling dynamic vehicle visualisation across multiple environments. With enriched data and seamless integration, the solution delivered a cinematic journey that showcased features, captured configurations, and enhanced the customer purchasing experience.

Results and Impact

45% uplift in conversion rates for enquiries

64% configuration completions when using the Unreal experience

23% engagement rate with Unreal Engine’s 360° functionality

6,000 streams launched monthly

18,000 minutes streamed monthly

120 features mapped for dynamic visualisation

20,000 2D alternate images created for enhanced configurator performance

Supported launch in 3 markets

Delivered in 7 development sprints

Conclusion

By integrating Unreal Engine technology into JLR’s vehicle purchase journey, ITG delivered a dynamic and immersive customer experience. This innovative solution allowed JLR to engage customers with a cinematic journey, visualising their configured vehicles in real-time while guiding them through a seamless purchasing process. With significant improvements in conversion rates, engagement, and configuration completions, JLR has redefined the purchase journey for luxury vehicles.

“Modern luxury is at the heart of what JLR and our world-renowned brands stand for. Embracing new technologies is key to delivering immersive experiences for our customers, seamlessly integrated with our existing tech stack and data, to ensure a robust and engaging purchasing journey.”

Rob Carr, Head of Digital Operations, CX CoE Commercial at JLR

Ready to unlock real revenue through content personalization at scale?

Work