Many players in the automotive industry are venturing into AR, as AR has demonstrated the potential benefits to the whole industry value chain, from design through production and sales. In addition to making driving safer and more comfortable, automotive manufacturers are increasingly using AR muscle for automotive design and development, as well as marketing and sales.
AR makes automotive design more intuitive through real-life visuals. Through AR, designers and engineers could test the new ideas and concepts when the vehicles are still in the digital phase, which can save tremendous costs. Similarly, AR allows consumers to try different variants in the digital showroom, so the dealerships do not need to place all the cars in the showroom, which saves space, time, and money. Furthermore, customers can interact with the customized visualized vehicles on their drive at home and learn about finer details of the cars.
This research examines the effect of AR on automotive design, prototyping, and marketing, and introduces some pilot use cases of AR in industry. It highlights the hardware requirement as well as content and platform development for deploying AR in the automotive industry. It also raises dedicated strategy for automotive manufacturers that are planning to incorporate AR technology into the organization.
