A system for providing vehicle function guidance and test-driving experience based on augmented reality content according to an embodiment includes: an augmented reality terminal for executing a vehicle description application realizing a vehicle function guidance or test-driving experience providing service on the basis of augmented reality content; a window display device provided on at least two windows including the front side of a vehicle and displaying the augmented reality content; a vehicle speaker for outputting audio according to the augmented reality content; a virtual driving device for providing haptic including predetermined vibration or tilting in the vehicle; and a test-driving experience service providing server for controlling the window display device, the vehicle speaker or the virtual driving device in connection with the vehicle description application.