Brands like BMW, Jaguar and Hyundai are Using Augmented Reality in Their Cars

Augmented reality is now available in cars

Augmented reality features are already deployed by several automobile manufacturers and options for aftermarket augmented reality products are growing. Due to the regulatory issues of fully autonomous driving and other constraints that still need to be worked through before autonomous driving technology is widely adopted, it's a good bet that augmented reality will be the next automotive technology to be seen on the roadways.

BMW

The BMW Group is using a new augmented reality (AR) application in vehicle concept and prototype engineering, speeding up the process by as much as twelve months, from individual vehicle sections through to complex production stages. AR goggles allow real geometries – on a vehicle body, for instance – to be overlaid with true-to-scale holographic 3D models, so a range of concept variants and assembly processes for future series vehicles can be assessed flexibly and cost-efficiently. The BMW Group production team is increasing its focus on effective virtual and augmented reality applications. For about 18 months now the OEM's production academy has been using AR goggles in training sessions for engine assembly units. Visualizations guide participants through all process steps and give specific information. Three people can go through the AR training at the same time, after receiving quick guidelines from a trainer who supervises their progress. Previously, a trainer had to work with one person at a time, while with the new system this number has increased to three. Surveys among participants and evaluations of their learning success have shown no differences in quality compared to conventional training courses. Thanks to AR technology, staff at the BMW group toolmaking and plant engineering unit site in Munich can mount a standard tablet on a tripod, which uses the built-in camera to produce an image of the tool.

MINI Augmented Vision, which was unveiled at the Auto Shanghai 2015 motor show, is a research project developed by BMW group research and technology looking at how augmented-reality eyewear could make driving safer and more convenient in the future. Basically, the glasses make the car transparent. You have cameras outside the car that film and transfer the video into the glasses.

Jaguar

Jaguar Land Rover enlisted augmented reality (AR) technology to provide an in-vehicle tour of its latest SUV. The AR feature, developed by U.K.-based Blippar, appears after clicking on a banner ad while using Android phones or Chrome and Firefox desktop browsers. An iOS version will be available in the next six months, Campaign magazine reported. The AR feature shows the view from within a Range Rover Velar SUV while using a smartphone camera. It doesn't require the installation of a separate app, which would have been a "clunkier process," Taylor Hoel, media specialist at Jaguar Land Rover North America, told Campaign. Blippar, a tech firm based in London, and WPP's Mindshare North America created the AR campaign for Jaguar Land Rover, which is the first company to use the technology. Dan Eckrote, director of planning at Mindshare North America, said the campaign is designed to help users explore the vehicle and drive orders for when the car goes on sale in August.

Hyundai

In collaboration with Swiss-based augmented-reality brand WayRay, Hyundai is one of the leading auto manufacturers that is adding AR/VR tech into their merchandise. Augmented reality is giving drivers a safe way to access in-car features like navigation, Google search, and entertainment apps. By using augmentative reality apps, consumers can get a deeper understanding of new and used cars by working with an interactive image or video of the product. Users can view an image of a car online, and tap different parts of the photo to read more about key features and information pertaining to the product. The research phase makes up the majority of the car-buying process for most consumers. By having all the information, they could need about their prospective purchase in one digital location, buyers can spend less time on the lot (or on the phone) with a Hyundai representative. Overall, enhancing consumer education is a creative way for both sides of the transaction to save time and money throughout the entire process. Plus, having more preliminary data regarding any purchase is proven to boost customer satisfaction – and reduce the chances of buyer's remorse. In fact, the revolutionary technology is helping Hyundai to credit new prototypes and models in the first place. This cost-saving method has allowed the auto brand to continue operating under social distancing measures during the pandemic. Rather than being limited by space and physical resources, Hyundai uses VR headsets to give multiple users access to the same digital development situations. This means that up to 20 different team members can collaborate in the same digital environment, using the headset 36 motion tracking sensors and secure online connectivity.