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Test drive at 140mph: Alibaba’s Taobao puts Xiaomi car buyers behind virtual wheel
After an update to Taobao’s app on Apple’s Vision Pro headset, users can test drive Xiaomi’s SU7 virtually before buying it online
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Ann Caoin Shanghai
A new feature on Alibaba Group Holding’s Taobao app lets potential car buyers test drive Xiaomi’s SU7 electric vehicle virtually through Apple’s Vision Pro headset, the latest example of Chinese tech companies employing cutting-edge technology to compete for customers.
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Launched earlier this week as part of an update to Taobao’s Vision Pro app, the new function allows users to check out details of the Xiaomi car, view colour options and conduct test drives, all while wearing the Apple headset. The feature is based on extended-reality (XR) technology, a catch-all term combining virtual reality (VR), augmented reality and mixed reality.
Taobao and Tmall Group, the domestic e-commerce unit of Alibaba, said the idea came about after its XR team started looking into the online shopping experience for large items – including cars, furniture and bigger home appliances – and found several barriers. For instance, there is no easy way for customers to try products.
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The Vision Pro feature offers a VR mode that lets users explore the interior details of the Xiaomi vehicle, such as the steering wheel and dashboard. It also gives users an experience they can only obtain safely in a virtual environment: driving at speeds of more than 140 miles per hour.
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