Opel X-Ray Vision

Insightful Dealership Experiences

The Challenge

Opel goes ELECTRIC. The automotive brand debuted its first foray into the zero-emissions vehicle landscape with the all-electric Corsa-e and the Grandland X Plug-In Hybrid. The reveal of these two vehicles at the 68th International Motor Show in Frankfurt demanded a memorable marketing experience. Opel aimed to showcase dealership innovations for both prospective and existing customers. The focus entailed strengthening after-sales potential by demonstrating and explaining new features with leading-edge technology.


We created an AR app that allows users to view the electrical componentry of the Corsa-e and Grandland X, by taking a virtual ‘peek under the hood’ using an augmented, x-ray feature. By holding a tablet, with the camera facing the vehicle, a transparent view of the car appears on-screen. The app reveals the drivetrain and batteries. Through virtual hotspots, customers can learn about the technological features by selecting a given hotspot to highlight the details. Another activation triggers an animation that illustrates energy flow between the parts of the electric drivetrain, providing an up-close and personal experience with the car.


Attendees at the International Motor show were engaged by this Opel experience that took them beyond the showroom and directly into the vehicles. The AR app gave visitors a detailed, virtual tour of the Corsa-e and Grandland X in a new and exciting way. Providing bespoke engagements that promote brand loyalty, and elevate awareness and understanding is at the heart of 3DEXCITE’s mission. IAA was the perfect event to make Opel’s electric achievement understood by the world, and we were proud to play an augmented part of it.