XR Or XR- Immersive Technology in Automotive Industry

by Boaz Feldman

The Automotive industry continues to experience a technological boom. Now, companies compete among themselves to bring out the more dynamic, digitalized and complete vehicle.

They now incorporate Extended Reality into their automobiles. Extended reality is an umbrella for virtual reality, augmented reality and mixed reality, all of which differ in their degree of immersion.

According to Statista, in 2021, the global AR-VR-MR market was estimated to be 30.7 billion U.S. dollars and is expected to hit 296.9 billion U.S. dollars by 2024. So, both household names, like Benz and Ford, and emerging automobile companies are looking to turn this technology to an advantage over their competition.

Virtual Prototypes

The conventional method is to make prototypes of cars before their release, so mistakes and inefficiencies could be detected before the eventual rollout.
But with virtual prototyping, engineers could correct errors in real-time and get a better view of the systems.
Ford Motor Company has been using VR at different stages of its development and production process. Elizabeth Baron, virtual reality and advanced visualization technical specialist at the company, once said, “We want to be able to see the cars and our designs, and experience them before we have actually produced them.”

Augmented Training

Jaguar Land Rover (JLR) is now using AR technology to educate trainees without the removal or installation of actual dashboards or other components of Jaguar vehicles.

And by using AR devices, real-time situations can be simulated and prepared for without any of the accompanying risks of accidents. This is a major advancement as there have been cases of accidents when testing new vehicles due to engineering mistakes or faulty machinery.

The AR Headset or glasses also helps discover solutions to various scenarios like accidents or sudden mechanical problems.

Immersive Showrooms

Using AR or VR to show customers a product before it is purchased is not unique to the automotive industry as it has been in use by clothing and furniture companies for a while now.
But virtual showrooms for cars are more advanced than others. The customer would sit on a chair that feels like a car seat and put on the VR headset.
Then get a 3D immersive experience of the car, and not only that, but the customer can also tweak the experience to his taste, changing aesthetic features like color and even the vehicle’s interior.An example is the Audi Dealership network, with their smallest dealership in London occupying about 420 square meters, already implementing functional VR applications for customer consultation.