Advances in augmented reality (AR) technology have opened up a universe of opportunities for product developers in general and for the automotive industry in particular.
This innovative technology has the potential to change the way the world interacts with and experiences products. And the car manufacturers know it.
Augmented reality, when applied to product development, can allow designers to see how they would look or function in the real world, before bringing them to market.
AR also allows them to easily and inexpensively test different designs and materials before committing to a final product. Goodbye expensive prototypes!
When it comes to cars, augmented reality also allows designers to simulate how different features will work in different environments and discard those that are not useful.
When it comes to marketing and automobiles, AR can be used to create interactive experiences that engage customers on a much deeper level than today.
AR can be used to showcase a vehicle’s features in a more immersive way than traditional marketing methods, while allowing customers to directly interact with the product. The result is simple and tempting: more sales at a lower cost.
Audi and the new SUV with augmented reality
German carmaker Audi, of the VW Group, is at the forefront of this technology, and has long used augmented reality to deliver car shopping experiences.
With Audi’s AR Showroom, customers can use their smartphone to explore a 3D model of the car they’re interested in, including what it looks like and how it works, allowing them to make an informed decision before committing to a purchase.
The latest from Audi, which also uses AR for virtual test drives, is the launch of a luxury SUV with augmented reality.
The new concept of a 100% electric vehicle is driven with augmented reality glasses and, at the same time, it can function as a small van.
That’s right, the rear glass of the “activesphere” can slide forward opening a flat bed of the SUV and creating an exterior space to transport objects, such as a pickup.
Audi says the SUV that transforms into a truck won’t be around any time soon, but it clearly shows the path the luxury sports brand plans to take in the segment that competes with giants like Mercedes-Benz and Porsche.
“It is a new range and a new possibility that augmented reality offers us,” explained Philipp Gündert, Brand Strategist at Audi. “At Audi we are known for experimenting with new things with cars. We say: ‘Never say never’. Although there are no concrete manufacturing plans yet, ”he added.
The Audi concept car’s augmented reality glasses are used to view control gauges and other items that would normally be displayed via screens on the dashboard.
With no screens, the dashboard is clean, allowing occupants to focus on the external environment or vehicle design elements.
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