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Cross-border integration, innovation leading
Unity China, the joint venture between ICONA and real-time 3D engine giant Unity, completed the signing ceremony of the strategic cooperation agreement at the 18th Beijing International Automobile Exhibition. In the future, the two parties will highly integrate cutting-edge technologies and innovative design concepts to jointly promote the digital transformation of the automotive industry, bring consumers a more intelligent and immersive driving experience, and jointly define the future of automotive design.
Commenting on the partnership, Xiao Beibei, Vice President of Unity China, said: "Unity China has always been committed to using real-time 3D technology to promote digital innovation in all walks of life. By combining the Unity engine's efficient and flexible content creation tools with ICONA's advanced design concepts, we will provide automotive companies with more efficient and cost-effective design solutions." At the same time, with the accumulation of Unity engine technology in XR and spatial computing, we will work with ICONA to create more breakthrough design works and bring unprecedented innovative experiences to consumers."
Enea Colombo, General Manager of ICONA Group, said: "In recent years, with the acceleration of the promotion of new technologies, the trend of automotive interior and exterior styling has also ushered in a huge change. Our survey found that in addition to car aesthetics, consumers' evaluation standards for vehicle comfort, interactivity and other experience categories are increasing year by year. Therefore, in the process of car styling development, we gradually changed our thinking, defined the demand by the scene, determined the experience by the demand, and drove the final design with the experience, creating a new generation of ICONA design theory with service experience as the core. Today's strategic partnership with Unity China will support ICONA's deep involvement in the automotive product design process." Through the cooperation between the two parties, we are confident that we can further enhance the recognition of the whole vehicle product design by consumers and jointly create a new chapter in automotive design."
With its powerful rendering capabilities and interactive experience creation capabilities, Unity China has made remarkable achievements in the field of intelligent cockpits. As of the show, more than 80% of the EV category is using the Unity engine to create real-time 3D HMIs. At the same time, Unity China has cooperated with nearly 30 OEMs, such as Mercedes-Benz, Xiaomi, NIO, Li Li, Xpeng, Zhiji, Lynk & Co, Volvo, etc., and a total of more than 60 production models on the market are equipped with HMIs powered by Unity engines. Unity China's technical capabilities cover the entire life cycle of automobiles, from design review, manufacturing, to terminal retail, and continue to empower the digital transformation of the automotive industry.
As a leading automotive design service provider, ICONA has always adhered to the design proposition of diversified brand customization since its establishment, and is committed to providing customers with personalized design services with global vision and understanding, so as to achieve seamless connection and cross-cultural communication between customers' products and the global market.
At the auto show, ICONA brought three of its own models, Flying Shark, Vulcano Titanium and Nucleus, to fully support Unity China's product development, and the two sides worked together to demonstrate the cutting-edge innovative design strength. Among them, Unity China's latest "Immersive Intelligent Entertainment Cockpit Solution" and "Unity Engine Car Machine Kit" are equipped with ICONA's pure electric coupe "Flying Shark", which perfectly integrates the elegant, simple and dynamic design with the intelligent cockpit, and jointly drives an unprecedented immersive interactive experience. The Vulcano Titanium, the world's only custom sports car made of titanium, was "unveiled" at the Beijing Auto Show through Unity's powerful VR technology, creating an immersive and interactive experience for the audience. In addition, the ICONA Nucleus, a concept car representing the concept of future mobility, takes passengers to imagine the cutting-edge experience of Level 5 autonomous driving through glasses-free 3D vision technology, and passengers can enjoy entertainment and relaxation in the spacious cabin, showing a new travel life. ICONA and Unity China are joining forces to set a new benchmark in the industry.
In the future cooperation, the two parties will cooperate extensively based on their respective cross-brand attributes, use their respective technology and design advantages, jointly provide visual solutions for customized vehicle products for automotive brand customers, and create immersive experiences in line with brand tonality according to customer needs, and jointly contribute to the transformation of the automotive industry.
Since 2023, as intelligent driving products have become more and more mature, the "third space" attribute of automobiles has become more and more prominent. In the future, Unity China will deepen its cooperation with ICONA to provide more diversified and personalized solutions in the fields of intelligent cockpit, digital in-vehicle and virtual reality, and explore a wider range of application scenarios. The two parties will lead the development trend of the industry with an open mind, break through the boundaries of design, and bring a better smart travel experience to consumers around the world with technology empowerment, opening a new era of automotive design and development.
About Unity China:
Unity China is a joint venture of Unity (NYSE: U), the world's leading creator tools platform, and is the exclusive distributor of Unity's global products and services in China. Unity's technology and solutions have been widely used in game development, automobile manufacturing, building construction, industrial manufacturing, consumer cultural tourism, film and television entertainment, and other fields. By the end of 2022, 70%+ of the world's top 1,000 mobile games were built with Unity. Unity's automotive intelligent cockpit solutions are also widely used by Mercedes-Benz, NIO, Xpeng, Li and other automakers. Unity's digital twin solution has been applied to many projects such as Hong Kong Airport, Beijing Urban Construction, Haier Kaos, and many others. Unity China has officially launched Unity Engine, the Chinese version of Unity Engine, opening a new chapter in the localization process of Unity China. In the future, Unity China will continue to increase R&D investment, and is committed to building China's local digital productivity tools that adapt to various domestic software and hardware platforms, enriching XR and digital twin experiences supported by real-time graphics rendering technology, and empowering the safe, stable, and healthy development of China's digital economy. For more information, please visit www.unity.cn.