Ubisoft racer The Crew unveiled

Ubisoft announced its new driving franchise The Crew at its E3 conference today, due for release in early 2014.

The Crew is being developed by Ivory Tower in conjunction with Ubisoft Reflections. The game demo focused on multiplayer drop-in, drop-out integration and vehicular upgrades, as well as its pan-U.S racing options. It features a 20-hour mission structure and a multitude of upgrades and vehicles.

Ubisoft chief Yves Guillemot promised that the game would "revolutionize the genre" of racing games. Showing racing locations including New York City and Miami, creative director Julian Gerighty added that the game would "change the status quo of driving games".

He said, "There is no separation between the online multiplayer and the single-player experience," adding, "our customization system allows you to strip away all the parts of the car and built it back up, using performance parts."

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