‘What is a car is a new paradigm’
Augmented and virtual Reality has been used for years in gaming, design, and shopping. Now, a new battle for market share is emerging – inside vehicles.
Safety-glass windshields provide a new opportunity for suppliers, manufacturers, and startups who are beginning to adapt to this technology: AR overlaps digital information or images when viewed by a user in the real world, while VR is a Creates a truly real experience that changes as they walk through it.
Despite all the pomp and promise about the potential of technology, there is not a clear understanding of the market demand for bringing AR and VR in cars, trucks and passenger vans.
The ability to monetize AR / VR is hamstring by many factors: The long, expensive timeline required to develop, instrument and test an automotive-grade product has hindered growth for startups and a small subset of many large suppliers .
Despite all the pomp and promise about the potential of technology, there is not a clear understanding of the market demand for bringing AR and VR in cars, trucks and passenger vans. Global market estimates range from $ 14 billion by 2027 to $ 673 billion by 2025. This wide range shows how nascent the market is at present and how much opportunity exists.
“At the vehicle manufacturer level, companies are seeing a complete shift in emphasis on offering their product to the user. Because of this change of emphasis, the car has a new paradigm, ”said Andy Travers, CEO of Ceres, a Scottish company that specializes in making holographic glass for AR applications. “There is a lot of interest in AR and transparent displays because the car is no longer really different from the size of its engine, especially when we meet in electric vehicles. They are going to be similar skateboards. The question then becomes, how do you separate an electric car? You push it towards user experience. “
It is no surprise that the implementation of automotive AR (and in limited conditions, VR) will continue at a slow pace. It will lag widely in the AR and VR market for a number of reasons. Vehicle systems – especially those using the computing power and technology needed for AR and VR – must be strong enough to handle tremendous temperature swings, rough hulls, and impacts anywhere in three to 10 years, even if Hee Tesla states that “whether it is economical, if not technically, such components can be expected to be designed to finalize the entire useful life of the vehicle.”
These systems have to be virtually indestructible in extreme conditions for a very long time. They also have to be compact and power-efficient, especially as electric vehicles become more prevalent. You do not want your AR or VR system to drain your battery and leave it stranded.
As an example of how much the automotive technology landscape differs from the consumer sector, how long did it take for the touchscreen to show in the vehicle cockpit. While Buick offered a rudimentary touchscreen in its 1986 Riviera, it was not the easy-to-use interface we use today for the arrival of the iPhone.
This is partly due to repetition cycles of three to seven years, mostly because automakers are on the move and because technology was not enough for the consumer market alone to make widespread adoption profitable. In its current form, AR and VR have seen far more successful rates in industrial use and application, as technology is still so priced.
It would also be a mistake to exclude discussion about the development of autonomous driving in this AR and VR conversation. Technology plays a key role in the development of fully autonomous vehicles, and today there are no fully-autonomous vehicles on the road, but vehicle manufacturers are insisting on making them more than just vaporware.
Many well-established brands such as Audi, Mercedes-Benz and Volkswagen already offer a suite of AR features in their top-end vehicles. Automotive suppliers such as Continental, Denso, Wistone, ZF, Nvidia, Bosch, Panasonic and others are the largest players in the AR and VR automotive space, creating heads-up displays (HUDs) and related components for a wide variety of established automakers.
Most AR features in these vehicles are focused on overlaying directional guides on camera images to help drivers navigate in unfamiliar territories or identify a particular building or landmark. Virtual reality, thus far, has been largely applied to consumers’ design, sales, performance, and education about new technology and features in vehicles, although companies such as the Audi spinoff Holroyid are working to provide VR experiences to passengers Which can help cut it. Car motion sickness while simultaneously offering gaming, entertainment or business applications. Even ride-hailing companies are teaming up on AR and VR games, with Lyft and Uber exploring AR and VR options for riders.