Written by / Zhang Ou
Edited / Meng for
Design / Zhao Haoran
Source/ XR TODAY, By REBEKAH CARTER
Extended Reality (Extended Reality, referred to as XR) refers to the combination of real and virtual through computers to create a virtual environment that can be interacted with human-computer, which is also a collective term for AR, VR, MR and other technologies. By fusing the visual interaction technology of the three, the experiencer is brought a "sense of immersion" that seamlessly transitions between the virtual world and the real world.
In March 2021, Audi invested in XR (Extended Reality) Innovative Technology Company called Holoride (with which Ford, Porsche, Daimler, as well as giants such as Discovery and Universal Pictures are also partners), which is seen as an integration of VR+AR+MR, which will integrate extended reality and vehicle trajectory parameters to provide a new future in-car entertainment experience.
In April 2021, Volkswagen, in order to create a perfect online global debut for ID.6, a new member of the ID. family, produced an innovative and futuristic short film by applying extended reality (XR) technology, showing the digital all-electric SUV to the world in an immersive interactive way.
In November 2021, FAW Toyota specially selected the launch venue of the new SUV product Lingfang in CCTV's XR live broadcast hall, relying on expanding reality technology to build an immersive virtual space to display the light luxury and beauty of the vehicle.
At CES 2022, Qualcomm not only created the Snapdragon XR1 and XR2 chip platforms specifically for XR devices, launched the head-mounted AR development kit Snapdragon Spaces XR developer platform, and also cooperated with Microsoft to expand and accelerate the application of AR in the consumer and enterprise markets.
In addition to applying XR technology to new car launches and creating new cockpit experiences that are immersive, the automotive industry has been pursuing innovative technology tools that will make the next generation of vehicles as effective as possible for decades.
Now, XR technology is likely to be one of the indispensable tools for that automaker in the transition period.
The application of XR technology in the automotive industry can transform everything from vehicle assembly to maintenance and training, redefining the way we manufacture and use vehicles.
According to a report by market research firm Future Business Insights, the market value of VR applications in the global automotive industry alone will jump from $759.3 million in 2019 to $14.7 billion by 2027.
This incredible COMPOUND annual growth rate of 45.1% speaks volumes about how powerful immersive technology is in helping to build new cars on the road.
Simply put, XR is how we use technology to build the world to create unique environments, experiences, and interactions. This is a high-speed field that is widely used in entertainment, marketing, training and remote work.
Next, let's take a look at some of the key use cases for XR in the automotive industry.
Training & Learning
Training and education are the best examples of XR technology in action and are applicable in almost all industries. Especially after the COVID-19 pandemic, where isolation, working from home, and reducing gathering in public places have become the norm for most people around the world, VR and MR have provided users with the opportunity to learn anywhere.
With XR, pilots and drivers can learn more vividly how to use the complex tools and techniques in the new product. Boeing is using VR to assist pilot and astronaut training.
XR innovations can help improve user capabilities, allowing novice drivers to try out the vehicle's features before they hit the road, reducing the risk of future accidents due to unfamiliar driving techniques.
Not only drivers, but other workers in the automotive industry can also receive better training through XR.
Sales team members can explore how to use sales techniques more skillfully to introduce vehicles to customers in the most relaxed state and in a safe environment.
Boeing astronauts using VR to learn (Source: Boeing.com)▼
Improve vehicle maintenance
Most people have little idea of the complexity of a vehicle. As cars go further and further down the road of intelligence, the functions we can use are also changing with each passing day, so maintaining these functions often requires a very high level of technology.
Fortunately, mechanics who use modern cars, vans and other means of transport can get a higher level of support for future vehicle maintenance. With XR technology, professionals can help them with everything from MR coaching to VR training.
Porsche has reduced repair service time by 40 percent through the use of AR glasses (Augmented Reality). Through these glasses, technicians can see the vehicle schematic superimposed on the physical parts of the car, so that they can more clearly understand everything in action and solve problems.
Porsche's AR glasses use ▼
Virtual prototyping
This is probably the most interesting use case of XR technology in the automotive industry.
Existing vehicle prototyping often requires expensive materials and tools, and prototyping with immersive technology can save automakers a lot of development time and expense.
In the virtual world, using digital technology to create prototypes saves money without negatively impacting the planet. Ford has developed a virtual lab through which designers and engineers can design cars at any time, no matter where they are.
VR solutions ensure that companies can iterate and explore new ideas more quickly in today's fast-moving environment. If something on a virtual prototype needs to change, all employees need to do is make adjustments to what's in the VR scenario, and there's no need to re-model it from scratch.
Ford's VR prototype design conference▼
Immersive showrooms and customer experiences
XR technology also has the potential to improve the customer experience in the automotive industry. There is no need for an actual car, customers can use the AR app to look around the inside of the car, or use a VR headset to get inside the car.
Virtual car simulation provides customers with the experience of driving a real car in a virtual environment, maximizing the operation of everything from the transmission to navigation and built-in screens.
At present, due to supply chain problems, most car companies have been hindered in production and have to delay the delivery of vehicles, and it may take a year or two for customers to book new cars in advance. The opportunity to "test ride" through the XR will also give customers more peace of mind about the vehicle.
This environment can also make it easier for professionals to guide customers to understand from a distance how certain features of the vehicle work. Consumers can even get virtual help at home to solve common car problems.
The Toyota showroom uses AR technology to allow customers to "see" the inside of the car
The windshield has a built-in AR technology system
In the automotive sector, the main use cases of technology revolve around how to make the driver's driving experience more convenient and safer. With XR technology, drivers can be given more information about what they need while driving.
Having ar technology systems built into the windshield or holographically projected on a dashboard in front of the driver ensures they don't need to take their eyes off the road when they need to check speed or get directional information.
Imagine your windshield turning into a giant XR full-length screen that indicates direction in real time or helps you measure the distance in front of you. This will not only create a safer and more intuitive driving experience for drivers, but also a safer environment for users in the military realm who need constant access to metrics.
Porsche's AR navigation windshield▼
Better teamwork
From self-driving cars to smart vehicles with AR windshields, in order to create more innovative and intelligent vehicles, car companies are bringing together experts from different environments. A project team may include members from around the globe, and it is especially important to make such multinational and time zone teams work together more efficiently.
XR technology can help teams work in a "virtual space." Study the digital twin of a product in a shared VR environment, or use MR to see the holographic performance of a car. In the process, the staff also gained more creative freedom. You can boldly experiment with different materials and experiment scales in an immersive scenario, regardless of cost or resource cost.
More advanced vehicles need to be matched with more advanced technology. In the future, XR may become a mysterious force, playing a more critical role in the automotive field and becoming a unique helper.
This article was originally produced by Automotive Business Review
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