The paper presents a Virtual Reality system developed as a result of cooperation of the University and an industrial company – a major city bus manufacturer. Main objective of work presented in the paper was to obtain a tool suitable for daily work with the clients on configuration of visual features of customized city buses. A city bus can have more than 100 visible features (options), which can be changed to obtain virtually infinite configuration possibilities. Visual representation of many of these features was largely unavailable before the presented work was commenced, resulting in certain problems in process of communication between salesmen and clients. The developed Virtual Reality system allows for visual representation of the bus functions during the configuration process, so it solves many problems in the client-company communication. It is also a knowledge base of all visual options which can be changed in scope of the configuration process – knowledge from many departments of the company was used to develop it, including knowledge unknown to representatives of sales and marketing. As a result, the immersive configurator can be effectively used to train salesmen and marketing representatives in terms of technical knowledge about customization capabilities of the offered product. The paper presents shortly the overview and functions of the whole system. The system is a large, multi-modal solution built of many software and hardware components and is also integrated with other, existing systems. It allows to display high-quality images of a configured bus in real-time in stereoscopic 3D on a large screen, as well as using professional Head-Mounted Display or low-cost systems (e.g. Oculus Rift) for a virtual walk inside the configured bus, with full integration between all the visualization instances. Interaction with the system is divided into several groups of functions – configuration, navigation, animation and extra functions. Different devices are used for interaction: joystick, gyroscopic mouse and gesture recognition systems like Kinect can be used for navigation and animation, while most of the configuration and extra functions are launched using a graphical user interface, operated using a touch screen or a tablet. Efficiency of the system in the visual configuration process was confirmed by representatives of the company. Capabilities of the system for education was tested using a sample of non-technical users from the sales and marketing department, using the system and then leaving their impressions in a survey study. It confirmed high effectiveness of the system in terms of presenting variability of the product features in a clear visual way. Immersive aspect of the system was also valued very high – usage of the stereoscopic 3D and Head-Mounted Device allowed to present the bus in a more realistic way than it was possible earlier. In the near future, the system will be fully developed and implemented to use in the sales process.