Oculus Rift Lets Users Speed in a Luxury Lexus

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Lexus and agency Team One have partnered up to present a virtual reality driving simulator using Oculus Rift technology. The experience allows users to sit behind a real steering wheel and foot pedals, while wearing the virtual reality headgear. They can then take a virtual drive on famous racetracks and more.

Will Nicklas, corporate manager at Lexus marketing, told Digiday, "It is like a driving simulator on Oculus Rift steroids. High-performance sports car fans are into technology, so this was a great way for us to articulate our passion for technology and innovation to them.”

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