Augmented Reality Vehicle Search Assistance

Aspects described herein may allow for auto-locating a user in a parking lot and/or automatically directing a user to recommended inventory. For example, a customer may capture an image of a vehicle, or a marker associated with a vehicle, in a parking lot. The image may be processed locally or at a server. A vehicle may be identified based on analysis of the image. Further, information regarding the user may be processed to determine another vehicle appropriate for a recommendation. For example, a prompt on a mobile device may suggest a popular model similar to the vehicle being viewed. The system may then provide directions (e.g., augmented reality directions) to the user to direct the user to the vehicle.