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With extended reality, LS GROUP is transforming the user experience in the automotive sector

Updated: Oct 24, 2023

Suresnes, 27/07/2023 -

LS GROUP, a specialist in the development of applications that facilitate the appropriation and use of 3D technologies, has developed strong expertise in new simulation technologies to transform the experience of drivers and shape the future of mobility.

The automotive industry is in a state of flux, and technological innovation is at the heart of this revolution. In this context, Extended Reality (XR) is emerging as a cutting-edge solution, opening up unprecedented opportunities for carmakers and consumers alike.

Extended Reality (XR) is an umbrella term for Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR). These immersive technologies offer users an interactive, multi-sensory experience, merging the real world with virtual elements. With Extended Reality, users can explore, manipulate and interact with 3D models, real-time data, simulations and much more.

From idea to reality: visualisation for professionals

Even before building a physical model, Virtual Reality enables engineers and designers to develop complete digital prototypes and test them before manufacturing begins, providing an evolving visualisation of the object or product being created. This considerably reduces development time and associated costs, while enabling potential problems to be identified and resolved at an early stage in the process. Augmented Reality enables immersive training for automotive technicians, reducing the errors and risks associated with handling complex components. It is the ideal visualisation layer for interacting with digital twins. Thanks to Extended Reality, technicians can access real-time information on the condition of vehicles, facilitating predictive maintenance and reducing vehicle downtime. Extended Reality can also be used to test the performance of autonomous vehicles in a wide range of scenarios. XR technologies have the potential to provide large amounts of data to autonomous vehicles to improve their detection and navigation capabilities. It can also help drivers to make more informed decisions thanks to a better visualisation of their environment.

Immersive reality for an enhanced customer experience

In the automotive industry, immersive technologies are particularly useful downstream, during the marketing and sales phases. Thanks to Virtual Reality, dealers can offer customers an immersive experience by allowing them to virtually visualise the vehicle's features and configurations, modify and personalise them in real time, and thus project themselves before making their choice. Thanks to Mixed Reality, dealers can offer customers virtual vehicle tours and personalised showrooms. This provides a more engaging buying experience and facilitates decision-making.


Founded in 2009 on the initiative of Stéphane Imbert, formerly of PSA, LS GROUP is committed to developing applications that facilitate the adoption and use of 3D technologies. As a recognised player in Virtual Reality (VR) and Augmented Reality (AR), LS GROUP is committed to enhancing the products and services of various companies and optimising their industrial processes. To date, the company's high-profile customers include companies such as Airbus, Renault, Stellantis, Alstom and Saint Gobain.

Based in Suresnes, the company employs around sixty people and applies its expertise in France and internationally.


Press contact - Open2Europe

Pauline Moreau

06 82 14 26 54

Jessica Resende E Sousa

01 55 02 27 96


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