Tata Motors, one of India’s leading automotive brands has extended its ‘Imaginator’ visualisation platform to the Iconic Tata Safari SUV. The imaginator provides a natural, immersive and interactive way to explore Safari online and is powered by Eccentric Engine’s One 3D Platform.

Eccentric Engine’s One 3D platform uses real-time 3D visualisation to create a vehicle exploration experience wherein customers can not only view the vehicle in 360deg, explore variants/ colours but also interact with the car through micro-interactions that lets customers toggle the headlamps and even open all the doors and inspect Safari further in 3D.

The company says the new normal has shifted people’s behaviour and impacted their buying patterns. Given the newer ways in which customers explore, the Imaginator now becomes an integral part of product exploration. Customers can now view the new Tata Safari with its colours, variants and features. This is a continuation of Tata Motors’ innovative automotive buying experience with 3D at its core. 

Nikhil Kurian – head, Digital Marketing, Passenger Vehicles Business Unit, Tata Motors said “The new Tata Safari is a potent combination of power and elegant sophistication. This vehicle is our flagship offering to connect the aspirations of the discerning and evolved Indian customer. The current pandemic has changed the way in which customers interact with brands and we want to give customers an omnichannel experience that will assist them in their buying experience.”

Varun Shah, CEO and co-founder, Eccentric Engine said “It is a pleasure to add yet another Tata Motors Car on the One 3D platform. We are honoured to help showcase the Iconic Safari to the world. We are confident the experience will enable buyers to explore Safari better.”

Tata Motors has been collaborating with Eccentric Engine for its One 3D platform since 5 years, together they have launched web exploration journeys for the likes of Altroz and the Nexon EV among others.