Automakers are always trying to find creative ways to introduce new products to the media, and Subaru definitely came up with an interesting idea to unveil the new 2014 Forester earlier this week. With a large screen and two covered Foresters, Subaru used projection mapping to make for one eye-catching presentation.

Using a computer to project images onto an object, Subaru was able to "build" its new Forester on stage using robots, lasers and fans. The whole process is fun to watch, but the coolest part of the video is watching a set digital robotic arms build the Forester's drivetrain and then throw it underneath the awaiting crossover. We've seen projection mapping before on a Lamborghini Reventon and Toyota Yaris for promotional purposes, but this is the first time we've seen such an innovative use of the technology for a product launch.

Scroll down to watch the entertaining video of the Forester's launch, and be sure to check out our First Drive of the new crossover.


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    • 1 Second Ago
  • 20 Comments
      RGT881
      • 2 Years Ago
      Recently in Detroit we had a light show, which was basically showcasing this kind of technology and I was blown away. To see this introduction further drives the point of what can be done to further blur the line between illusion and reality. Without the use of LSD.
      • 2 Years Ago
      [blocked]
        Robert Evans
        • 2 Years Ago
        I'd have to agree. Seems like the wrong vehicle demographics for an introduction like this. Nonetheless, very impressive.
        ELG
        • 2 Years Ago
        volume. welcome to the auto business.
          JF
          • 2 Years Ago
          @ELG
          The Forester accounts for ~22% of all Subaru sales, can't say that about the BRZ unfortunately.
      mikeybyte1
      • 2 Years Ago
      That was very creative! If you looked closely at the wheels you could see the line where the cover cut across the image of the wheels. But the projections were so spot on that you really had to search hard to see that line. Very well done!
      treeinsc
      • 2 Years Ago
      Very cool
      colin.pan
      • 2 Years Ago
      Actually in Japan they do have the STI version of the forester... Only 90 kg heavier than the impreza... And over 300 bhp...
      Jasonn
      • 2 Years Ago
      Yay! One of my tips was posted! Its good to see they listen to us when we tip them :) but I assume they are doing this to try and make the forester appear a little more sporty and up to date.
      sinistro79
      • 2 Years Ago
      The only reason that Subaru trails the competition in sales are because the general population simply doesn't know any better than to buy run-of-the-mill Toyotas and Hondas.
        Armchair Economist
        • 2 Years Ago
        @sinistro79
        Maybe the general population knows that Toyota and Honda have better infotainment systems. Better fuel efficiency. Better prices. Better drivetrains that don't involve a 4-speed automatic or a CVT... In some models, anyways... Nice features like LED tail lights. Maybe the general population realizes that you don't need all-wheel-drive ninety nine percent of the time. I have a Subaru Outback, by the way.
          Ross
          • 2 Years Ago
          @Armchair Economist
          Have you hit on a fact of life? That people buy a Toyota or Honda for an appliance and most subaru owners actually drive their vehicle? I would love to see what a rav4 or CRV can even attempt compared to a forester on a track or off road.
        icemilkcoffee
        • 2 Years Ago
        @sinistro79
        Subaru has been doing very well in the US these couple of years. The Outback is gaining a lot of traction.
      MrWhopee
      • 2 Years Ago
      So, the car is so uninteresting that the way the intro is presented made the news? Congratulations, Subaru!
        ravenosa
        • 2 Years Ago
        @MrWhopee
        How uninteresting are the cars that aren't in the news at all today, Whopee?
      Alexandre Tabajara
      • 2 Years Ago
      I N C R E D I B L E ! ! ! Simple to do, great visual effect. Congratulations, Subaru!
        RWD
        • 2 Years Ago
        @Alexandre Tabajara
        It's not actually that simple. As is stated, this is projection mapping. Not just a projector, multiple, computer-linked projectors with the exact size and placement of the physical objects (in this case a screen and two cars) programmed into 3D space. Super cool effect, love it when they do a huge ornate building.
      • 2 Years Ago
      [blocked]
      trzjax
      • 2 Years Ago
      Super cool. The only uncool thing was people running in the dark pulling covers off the cars in the ened. Should have used some strings to yank the covers or something. That was like seeing a horse and a carriage amidst Formula1 grid.
      Akash Ahmed
      • 1 Year Ago
      This is really awesome. Do professional video mapping with this www. videomappingsoftware.com. Its full of exciting feature.
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