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The potential for Augmented Reality (AR) spans many domains. Among other applications, AR can improve the discovery and learning experience for users inspecting a particular item. This paper discusses the use of AR in the automotive context; particularly, on improving the user experience in a dealership show room. Visual augmentation, through a tablet computer or glasses allows users to take part in a self-guided tour in learning about the various features, details, and options associated with a vehicle. The same approach can be applied to other learning scenarios, such as training and maintenance assistance. We evaluated a set of AR Glasses and a general purpose tablet. A table-top showroom was developed demonstrating what the actual user experience would be like for a self-guided dealership tour using natural markers and three-dimensional content spatially registered to physical objects in the user’s field of view.