Immersive technology, including AR and VR, is starting to have a larger impact on the enterprise as more businesses realize the value it can provide.
Business Insider Intelligence
That's in part why Business Insider intelligence expects enterprise VR hardware and software revenue to jump 587% to $12.6 billion by 2023. While immersive technology is set to have rippling effects across many industries in the years ahead, from logistics to food processing, the auto market is among the first to jump into the space.
Here's an overview of automakers that have recently implemented immersive tech into their workplaces:
- Ford opened a new manufacturing facility that leverages VR to build more efficient assembly lines. The $45 million Advanced Manufacturing Center provides equipment that enables engineers to design and build car assembly lines in VR at full scale. This allows them to identify potentially hazardous maneuvers and fine-tune workflows before the assembly lines are implemented in the real world. For instance, the tech enables engineers to see if a parts bin is too high for workers to reach, saving time that would otherwise be wasted by employees struggling to reach the bin and the process of replacing that bin later on.
- Audi expanded its VR showrooms to 1,000 dealerships globally to improve the customer car-buying experience. VR showrooms, which began rolling out to select Audi dealerships starting in 2016, allow consumers to configure cars with Audi's entire library of models, equipment, and accessories using the Oculus Rift and HTC Vive headsets. This enables Audi dealerships to showcase car variations that they can't physically fit on site. It also provides consumers with more immersive customization and viewing experiences for those models as opposed to on a computer, which is the alternative.
- Tesla filed a patent for AR technology that could improve its car assembly processes. The patent describes an AR application that can be used in AR-enabled glasses or smartphones. The AR app identifies real-world auto parts and overlays data corresponding to features of those objects. As a result, the app will likely eliminate human errors such as misidentifying parts or part placements, which will help employees perform manufacturing tasks more efficiently.
As immersive tech continues to gain traction in the auto industry, automakers that haven't invested in it yet will need to in order to stay competitive in the field. VR can address many crucial challenges automakers face, making the technology important for companies looking to stay ahead of the curve.
For instance, 93% of global auto manufacturers face issues in shortening their go-to-market strategy. Immersive tech can address issues like this by enabling more efficient car assembly and manufacturing processes, meaning that players that adopt this tech earlier are better positioned to tackle that problem and turn out cars faster as a result.