When we think of alternate markets for the automotive industry, we often think of sports such as Formula 1 and NASCAR, and when we narrow our search to digital industries, the first thing that comes to mind is videogames like the Need for Speed or Forza series. But with the advent of metaverses brought by new technologies, the doors for an endless number of new possibilities have opened. Let’s explore some of them for a bit!
When you enter the world of Virtual Reality (VR), you open up a universe of possibilities that revolutionise the way we approach car ownership. The era when busy schedules made it difficult to visit dealerships and test drive vehicles is now a thing of the past. Thanks to a virtual reality headset, the potential buyer can log on to manufacturers' websites and select a vehicle, experiencing a test drive in a completely digital environment. This allows them to visualise and feel the vehicle in different cities or landscapes, all from the comfort of their home, without worrying about risks, expenses or time restrictions.
Within this virtual space, personalisation becomes an immersive experience. Imagine being in the driver's seat and wishing the interior trim was a different shade; with VR, it's as simple as selecting options from a menu and seeing the changes reflected instantly. This adaptability is not just limited to personal aesthetic preferences. In the B2B arena, companies requiring fleets of vehicles can specify technical features, customisations for special loads or even corporate branding. VR facilitates accurate visualisation of what these vehicles would look like before they are manufactured, saving time and resources on iterations and modifications.
Manufacturers, for their part, benefit from offering these solutions, as they can receive real-time feedback and adapt their offerings more efficiently. Personalisation through VR not only meets the expectations of the modern consumer, but also represents a revolution in the way companies approach the procurement and customisation of vehicles for their operations. It is a step into the future, where personalisation and efficiency go hand in hand.
VR not only opens doors for potential buyers, though. We all know driving a car without experience is a scary task, which is why the educational sector can easily benefit from offering students with a safe VR space to take lessons and get to know the inside of a car. Not only this, but by gamifying certain aspects of driving, a small interactable piece of software can turn into a huge learning tool. Offering learners with interactive tasks of locating certain controls or driving through an obstacle course with accurate to life mechanics can make the task a little less intimidating.
Now, focusing on Augmented Reality technologies, the possibilities are exciting when we think of the way hardware could evolve over time. Sure, our phones have the possibility of running and displaying several AR applications and filters by simply using the camera, but holding your phone while driving is a no-no. What if, however, new and smaller devices like the Apple Vision Pro put an elaborate HUD (Heads-Up Display) in your field of view? For those unfamiliar with videogames, imagine having an interface telling you distance to the nearest gas station right in your face; a GPS with visual indication that would make the process of navigating a new city very seamless. Just imagine all the Quality-of-Life tools that make games enjoyable in real life. Traffic updates, news about traffic and a mini map showing you where to go.
But what if you didn’t need to wear any glasses? Technology is advancing quickly, and transparent displays are becoming a reality. What if your entire interface was the windshield of your car? What if the street you’re driving through had a visual indication of where to go to reach your destination? This is entirely possible thanks to augmented reality, a tool that will shift into top gear and change the way we drive forever.
At Streamline Studios we believe that the future lies in developing immersive experiences and we are committed to perfecting the use of AR and VR to create unparalleled customer experiences. Join us on this journey as we redefine the boundaries of brand interaction.
