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FCA shows off new products at CES '21 via AR and VR, guided by a VBA

What the acronym? Fiat Chrysler is using cutting edge tech so you can view its new Jeeps and Alfa Romeos right in your living room

Peter Bleakney
Jan 11, 2021  •  May 20, 2021  •  2 minute read  •  Join the conversation
FCA participates virtually in CES 2021 to demonstrate the company’s newest technologies via highly detailed interactive product tours.
FCA participates virtually in CES 2021 to demonstrate the company’s newest technologies via highly detailed interactive product tours. Photo by Fiat Chrysler

Okay, let’s backtrack a bit. CES (formerly known as the Consumer Electronics Show) is the U.S.’s biggest electronic trade show, and in normal times it draws upwards of 180,000 attendees to Las Vegas. With electronics, technology, connectivity, and electrification now playing such big parts in the auto industry, automakers have increasingly become a major presence at the trade show.

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For its 54 th year, CES will be entirely virtual, and FCA (Fiat Chrysler) will be offering “visitors” an interactive tour of its technology and products through AR (augmented reality) and VR (virtual reality), all conducted by a VBA (virtual brand ambassador) who guides viewers through a multitude of visual and interactive experiences. I will call her “Sally” because she needs a name.

There will be twelve FCA vehicles to explore via a user-controlled 3D viewing environment, one of which is the upcoming Jeep Wrangler 4xe plug-in hybrid that pushes this iconic bush-whacking 4×4 towards an electrified future. Also available for digital exploration will be the Jeep Grand Wagoneer Concept, which previews Jeep’s upcoming entry into the full-size three-row premium SUV game. (We dearly hope FCA pays proper homage to the 1984 Grand Wagoneer by offering period-correct vinyl wood siding.)

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Additionally, the hot-rod 2021 Alfa Romeo Stelvio Qaudrifoglio crossover will be viewable, now with with four fantastic new colours — Orca GT Junior, Rosso GTA, Rosso Villa d’Este, and Verde Montreal.

FCA participates virtually in CES 2021 to demonstrate the company’s newest technologies via highly detailed interactive product tours.
FCA participates virtually in CES 2021 to demonstrate the company’s newest technologies via highly detailed interactive product tours. Photo by Fiat Chrysler

FCA’s digital world offers deeper dives into its technologies, testing procedures and implementation via videos hosted by creators, designer and engineers. There’s also an advanced drive simulator. At any time during the tour visitors can say sayonara to Sally and explore on their own.

For those on the go, FCA teams up with Google and its cloud-streaming technology, offering mobile phone users an AR (augmented reality) experience where they can explore the Jeep Wrangler 4xe, change its colour and place it in a physical space like their driveway. Or their neighbour’s pool.

CES 2021 runs from January 11 to 14, but FCA’s digital portal to this interactive virtual experience, fcaces2021.com, will remain live post-show.

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