As a manufacturer of some of the most sophisticated cars in the world, as well as a champion in the world of motor sports, Mercedes-Benz does not leave out when it comes to cutting-edge technology.
However, there is one area of technology that the German automaker has been particularly enthusiastic about in recent years, and that is the field of virtual reality and augmented reality (VR/AR), sometimes referred to as augmented reality. extended (XR).
These two technologies are closely related, but where they differ is that virtual reality places the user inside a fully computer-generated world, while AR overlays computer graphics on the user’s view of the real world.
Both have proven popular with automakers for a variety of applications, related to marketing, engineering and customer experience. However, Mercedes-Benz has found many innovative ways to get them going. Here’s an overview of some of the most interesting applications and how they play a key role in the digital transformation strategy of the prestigious car manufacturer.
engineering
Mercedes-Benz designers, engineers and manufacturers make use of VR technology in a number of ways during the vehicle conceptualization and construction process. This year, the company started a partnership with Nvidia focused on using the chipset maker’s Omniverse platform. It is a virtual reality-enabled “digital twin” collaborative environment for 3D design.
Even before that, the company was known for pioneering new methods of creating realistic 3D models within virtual reality environments where they can be tested in a wide variety of scenarios and conditions without the risk of damaging prototypes of expensive vehicles or injuries to human test drivers.
They are also heavily involved with innovative AR design methods, which are used to help designers visualize how components will fit during the manufacturing process. AR is also used to enable more experienced engineers and designers to provide remote assistance to novices and learners in the engineering environment.
And in Canada, the company has equipped all of its service centers with AR-enabled repair solutions that use Microsoft’s HoloLens 2 AR headset in conjunction with its Dynamics 365 remote collaborative conferencing platform to create a system called Remote Assistance virtual Mercedes-Benz. This eliminates the need to bring specialists from across the country to dealerships to solve unique or unusual problems. Local technicians can now just put on their headsets and get on-site advice from specialists and experts while viewing information such as wiring diagrams and schematics overlaid directly on the part of the car they’re working on.
marketing
Mercedes-Benz was one of the first car companies to launch a virtual reality showroom, where online visitors can check out detailed renderings of the latest and most luxurious exteriors and interiors. They can walk around the vehicles to examine them from all angles, as well as open doors, sit in the seats and even start the engines or interact with features such as the car’s entertainment system and sunroof. The company has worked with various platforms and content creators over the years to allow its customers and potential customers to experience their cars from the comfort of their own homes. Participating in a virtual reality test drive can be as simple as plugging a headset into your computer and hitting up Youtube.
Mercedes-Benz has also created smartphone apps that allow users to experience the vehicle’s features and functionality in a variety of ways through interactive experiences. For example, users can scan a QR code on a brochure or display vehicle plinth to receive relevant information and videos streamed directly to their screen.
If you’re thinking about buying a car, you can also use the app’s built-in AR functionality to see exactly how your model will look in a variety of different colors or parked outside your home.
Driver and customer experience
One of the most exciting ways Mercedes-Benz has embraced AR is to improve the experience of driving its cars. For some time now, drivers of high-end models have been able to effectively turn their windshields into an AR-compatible display.
Vital information such as travel speed and lane assist information is transmitted directly to the driver, as well as navigation information and gauges showing the distance between the car and the vehicle in front. These features also incorporate eye-tracking, so that the position and size of the projected information can be moved so that it is always in an optimal position taking into account the movements of the driver’s head.
Drivers also have access to AR functionality within the Mercedes Me app, such as the Ask Mercedes feature, which allows them to point their camera at a part of their car and receive information about how it works and how it can be operated.
AR is also used to provide after-sales support, giving on-screen tips and advice to help customers solve technical problems and connecting them to experts who can provide remote assistance if needed.
This is one area where we can expect to see a lot of innovation in the future, with Mercedes-Benz, along with other car manufacturers, investing in the development of AR-compatible windows and mirrors that will give information about the car. performance and environment directly to the driver, eliminating the need to take their eyes off the road to check their instruments.
Training of employees
A final example of where Mercedes-Benz uses VR and AR technology can be found in its training programs for staff and employees. All staff have access to the Mercedes-Benz Global Training platform, which offers a wide spectrum of courses covering the knowledge and skills they may need to do their jobs. Some of these modules include VR and AR experiences, which provide hands-on training on technical troubleshooting and handling customer service inquiries.
This is a growing space for XR in many industries besides automotive, as the technology has proven to be able to onboard staff, assess knowledge, enable supervised on-the-job training and reduce cost and waste associated with training. in a real world environment.
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