Metaverse in Automobiles
How can Metaverse thrive in the automobile industry
A Metaverse is a digital space inhabited by a digital representation of people, places, and things. It’s like a new version of the Internet. Earlier we used to assume the Internet as a place but now after the introduction of the Metaverse, we are able to go into that place to communicate, share information and work with others. It is an internet that allows people to interact with each other like how it’s done in the physical world.
Example: Joining a meeting remotely but being in a room to collaborate with their co-workers.
Application of Metaverse in the Automotive Industry
Through mixed reality technology, a user can interact with the elements in the Metaverse world. For example, the evolving Metaverse provides a platform for customers to view vehicles and interact with sales representatives. However, a virtual test drive is not possible because the customer cannot experience the way it feels in a real driving scenario. But, there is an opportunity that can focus on making the car shopping experience convenient.
Here are a few areas that I explored in the automotive world where this technology can be applied.
Area 1: Manufacturing
Mixed reality tools will help with developing various components of the vehicle, as teams can have “virtual mockups” in their real environment with them, making sizing and building easier, because their team can create in context.
Mixed reality also makes it easier for companies to train employees with the skills they need to develop the best experiences in the automotive industry. BMW already applies AR and VR technology to the production process to help participants create without unnecessary errors. This drastically improves team satisfaction rates, while reducing risks, and resource loss.
Some of the key phases in manufacturing where Metaverse can be applied are:
- Interior, and exterior sketches and reviewing them
- Wind tunnel assessment of the models
- Concept creation for management presentation, potential auto-show use
- Research advanced technologies — engines, transmissions, motors, electronic controls, manufacturing techniques (painting, metal forming, plastic molding)
- Infotainment, seats, lighting systems
- Create promotional (media and advertising) materials
- Craft presentations for management, auto shows, press, social media, dealers, analysts
Area 2: Customer Experience through Virtual Showroom
Virtual showrooms can present the automotive industry with that extra push needed for buyers to make a purchase, no matter if it is a high-end brand with sleek and modern virtual showrooms or a simple and authentic dealership experience.
Mercedes Benz created its own virtual store to present its buyers with new and used 3D car models and their pricing, skipping the hassle of going to their authorized showrooms. By providing seamless and immersive experiences, digital showrooms can assist potential buyers in their car-buying journeys both online and offline.
Toyota is yet another vehicle manufacturer that opted for digitalization of the customer experience. Their virtual showroom aims to let customers view, spec, and directly book the selected car, get 360-degree of the vehicle’s interior and exterior design, and allow a potential buyer to see how the car will look in their garage.
Tesla offers its customers to experience their cars using virtual reality. They can easily customize the vehicle however they like — change the color of the car, its interior, or see what’s inside the car.
Benefits of having a virtual showroom are:
- Making people interact with the products
- Extend the physical space with a virtual one
- Reduce costs for showrooms maintenance
- Presenting the company’s products basically anywhere
- Bringing shopping assistance to a new level
- Explaining information in an engaging way
- Making virtual showroom and products accessible 24/7
Area 3: DIY Mechanic
Mixed reality could also assist people in dealing with common issues in their car without having to see a mechanic. Using a mixed reality headset, a consumer could take instructions from a service representative on how to fix an issue, complete with images that overlay onto their car in the real world. This way, people can see what they need to do step-by-step to make regular repairs.
Area 4: Smarter Navigation and Safety
Displaying the routes to the driver through a subtle hologram on the windscreen prevents the driver from reaching out to the phone and checking out for directions.
Displaying the sudden movements of pedestrians to the driver through a subtle hologram on the windscreen prevents a lot of accidents.
These are some of the areas where Metaverse in automobiles can be applied. And, there are more fields in the automotive industry where the Metaverse can be applied. Similar to my research you may check out Metaverse articles in different sectors by my teammates.
- All about Metaverse by Ameya Kulkarni
- Metaverse in Healthcare by Apurva Ulabhaje
- Spatial Audio in Metaverse by Areeb Ahmed
