Metaverse Article 2: Vroom in the Virtual Lane
At this year’s highly anticipated Consumer Electronics Show (CES), the I Vision Dee from BMW emerged as a show-stopper where attendees received a glimpse into the Digital Emotional Experience (DEE) feature. This innovative concept car provides a tantalizing view into the future of automotive technology, shaped by the rapid advancements in the metaverse and artificial intelligence. The I Vision Dee boasts state-of-the-art augmented reality features and seamless voice assistant integration, complete with a full windshield display and a color-shifting grill that mimics facial expressions.
BMW’s vision transcends conventional vehicle design, reimagining cars as fully autonomous, interactive, and personable companions for their human occupants. While the concept of a sentient car ferrying passengers around remains a near-future concept, the metaverse and extended reality (XR) are already leaving an indelible mark on the automotive industry today.
By offering immersive and interactive experiences, the metaverse redefines how people customize, purchase, and engage with cars. For example, companies like RelayCars provide potential buyers with 3D tours of vehicles, allowing them to view exterior and interior details and customize the color and material, reducing the need for in-person visits. Meanwhile, Audi and Mercedes have developed their own immersive solutions, with Audi’s partnership with Holoride creating customizable 3D models of their latest vehicles using VR headsets, and Mercedes creating their 3D Live Configurator.
In addition to enhancing the purchasing experience, the metaverse also serves as an innovative advertising platform. BMW has joined The Sandbox, a blockchain-based metaverse, enabling players to customize and purchase virtual i3 and i8 electric car models as NFTs. Acura has also tapped into the metaverse with a virtual showroom in Decentraland to promote the 2023 Integra model, offering walkthroughs, production insights, a racing simulator, and NFTs for the first 500 customers who reserved an Integra. By leveraging the metaverse, automobile companies can reach a wider audience, differentiate themselves from competitors, and embrace a future-proof approach to customer engagement.
Beyond the metaverse, Extended Reality (XR) has played a vital role in enhancing the safety and overall experience of both drivers and passengers in modern vehicles. Through heads-up displays, such as those found in the newest Mercedes Benz models, drivers can access essential information like speed, GPS directions, and traffic conditions without losing focus on the road. Companies like HERE and Unity Technologies are also developing dynamic 3D dashboard screens that display detailed maps and plan to incorporate AR-based advanced driver assistance systems for improved safety, ensuring that drivers are well-informed about their surroundings.
For passengers, XR technologies offer engaging experiences that transform the traditional concept of car rides. BMW’s new 7 series luxury sedan features a 31-inch 8K theater screen, providing a wide range of entertainment options, including movies and games, as well as real-time vehicle status updates. WayRay’s Holograktor takes passenger engagement to the next level by projecting AR holograms onto vehicle windows, overlaying virtual objects onto the real world to create interactive, immersive experiences. These advancements in XR not only make car journeys safer and more enjoyable for all but also open up new possibilities for productivity and learning during travel. Passengers can take advantage of these technologies to attend virtual meetings, engage with educational content, or explore new realms of entertainment, truly revolutionizing the way we experience mobility.
The final and arguably the most important way that the metaverse and XR technologies are affecting the automobile industry is in the design and manufacturing of cars. BMW is at the forefront of this adaptation, as it heavily uses Nvidia’s Omniverse platform, a tool that can be used to create and share virtual environments, allowing real-time collaboration on complex 3D projects. Recently, BMW utilized the Omniverse to develop its iX electric SUV; the company had its designers test and refine the design of the vehicle before producing any physical parts, saving time and money while creating a more efficient and sustainable production process. BMW also heavily relies on the Omniverse for its production facilities.
The company optimizes production lines by creating virtual simulations of its factories, which mimic the actual facility on a real-time basis, helping improve efficiency, reduce waste, and ensure worker safety. BMW workers can even control robots in the virtual world, piloting the robots to move accordingly in the actual facility. The technology also allows BMW to quickly and easily test reconfigurations of its production facilities to fit changing market conditions before any physical adaptation. As time progresses, other companies will likely begin utilizing the Omniverse or virtual environment alternatives to ensure innovation and competitiveness among their peers.
As the metaverse continues to expand and virtual transportation becomes increasingly prominent, the automobile industry faces a unique challenge: the potential decline in demand for physical cars. However, in the face of this challenge lies opportunity. The metaverse and XR technologies present significant avenues for growth and innovation that car manufacturers must capitalize on to stay ahead in a fiercely competitive market and cater to rapidly evolving consumer preferences. By embracing these cutting-edge technologies, automotive companies can successfully navigate the shifting landscape and secure their position as leaders in an ever-changing world.