VR FOR THE

AUTOMOTIVE
INDUSTRY [PRATIK
TRIPATHY]
CONTENTS

VR, the great leveller!

What do the current VR solutions at play propose?
Players who are currently leveraging this technology (Use Cases)
Tangible requirements to deploy VR
Weighing in the pros and cons for a Use-case scenario
What value proposition does it guarantee?

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 2

VR, THE GREAT LEVELLER!

 VR technology seeks to create a realistic 3-D image

or environment that a human can perceive as real,
and even interact with in realistic ways.
 The cutting-edge state-of-the-art VR projects are
working with tactile and even olfactory sensation.
 VR & Immersion: “How immersive does an
experience feel? How easily can people suspend
their doubts and really feel like they are in this
reality?”
 Non-immersive
 Semi-Immersive
 Fully-immersive

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 3

 VR, THE GREAT LEVELLER!
[BENEFITS OF VR OVER
TRADITIONAL METHODS]

From storytelling
to “story living”

Safety trails on Robust

vehicles or prototyping or
personnel training modelling
An “immersive”
VR offers
Design & Concept-testing
Engineering more responsive

In-store Adding
experiences functionality

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 4

WHAT DO THE CURRENT VR
SOLUTIONS AT PLAY PROPOSE?

Practical
application

Training
Customer
services to
marketing,
finance, HR
&
production

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 5

WHAT DO THE CURRENT VR
SOLUTIONS AT PLAY PROPOSE?

 Increasingly photorealistic visuals “trick” our brain into

believing, to varying extents, that what we are seeing is real,
allowing us to monitor, and learn from, our interactions.
 A great example is the public speaking training systems
which have been devised using the tech, such as Oculus’s
VirtualSpeech.
 A safety training protocol/ exercise.
 Practical applications, they are virtually unlimited – key factors
here are the potential for enabling humans to carry out tasks
without being present (telepresence) and the possibilities for
modelling and interacting with simulations of real-In
manufacturing and production-driven businesses, VR allows
every characteristic of a part, process or mechanism to be
simulated and tested. Performance or reliability can be tested
and examined under any condition, far more cost-effectively,
quickly and safely.

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 6

 PLAYERS WHO
ARE
CURRENTLY
LEVERAGING
THIS
TECHNOLOGY
(USE CASES)

Reference:
https://fortunedotcom.files.wordpress.com/201
6/04/vir-05-01-16-sidebar-vr-getting-
real_v21.png

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 7

USE CASES

 Lockheed Martin often combines virtual reality with real-world

equipment when training pilots to fly fighter jets. The
company’s Shawn Muir, using an Oculus Rift headset with
Lockheed Martin training equipment.
 Volvo and Audi’s have already put into place opportunities for
their customers to experience the reality from convenience, it
seems clear that the traditional test-drive will soon be
augmented by the living room experience.
 Ford Motor Co.'s car design team is using Microsoft's HoloLens
to figure out how changes work with real-world limitations.
This speeds up the process of building a model of the car,
because engineers can test out the concept before building a
complete model. This saves time and money. Designers and
clients alike are able to see the design fully rendered right
before their eyes.

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 8

TANGIBLE REQUIREMENTS TO DEPLOY VR

Plan for training + VR/AR and not VR/AR

Plan + training

Protect Protect against False Starts & Blind Alleys

Deploy Deploy for Universal Access

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 9

 10

PROS OF
DEPLOYING
VISUALIZATION
TOOLS IN
ASSEMBLY

Reference:
https://www2.deloitte.com/content/dam/insights/us/
articles/3708_Tech-Trends2017-Mixed-
reality/figures/Tech-Trends-2017_Mixed-
reality_Fig1.png

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY]

 11

VR ENHANCES USER EXPERIENCE

 This is a great way to increase the user engagement because

people perceive the world visually.
 VR apps development will help you to communicate your idea
to the consumer more clearly. For example, instead of just
posting a photo of your store, let a user literally plunge into its
atmosphere.
 Thanks to the virtual reality mobile service, you get an
additional channel of communication with your client which
leads to increasing the loyalty factor.

Reference:
https://www2.deloitte.com/content/dam/insights/us/articles/3708_Tech-Trends2017-Mixed-reality/figures/Tech-
Trends-2017_Mixed-reality_Fig1.png
VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY]
 12

SKEPTICISM AROUND VR TECHNOLOGY

 The immersive technologies are currently undervalued and

hence a lot of cynicism among businesses exist for their
potential, mainly because of the following reason:
 Cybersickness,
 Low fidelity,
 Expenses in training the personnel and maintenance of
equipment,
 Lack of integration between application and packages.
 Moreover, Martec's Law suggests “that technology changes
exponentially, organizations change logarithmically”. Firms
have to dedicate resources to explore these technologies which
they are currently not willing to commit.
Reference:
https://virtualtechreality.files.wordpress.com/2014/07/infographic-virtual-reality-1-638.jpg?w=474
VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY]
IMPLICATIONS OF
VR ON END USERS

Reference:
http://s3.amazonaws.com/cubicle_ninjas_clients/
GreenlightVR/Infographic/R1_GreenlightVR_In
fographic_8.5x11.pdf

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 13

IMPLICATIONS OF VR ON BUDGETARY
REQUIREMENTS: A CAREFUL
ASSESSMENT OF THE BUSINESS MODEL
 Budgetary requirements are spurred through
 Knowing the differences between the variety of virtual reality options
out there – from google cardboard to the oculus rift.
 Learning what virtual reality services can and can’t offer your
business.
 Becoming comfortable as you find out more about using virtual
reality in business contexts with real case studies.
 Understanding how to use virtual reality as well as how to use it to
increase your sales and grow your brand awareness.
 Discovering your choices for using virtual reality today rather than
wait until it’s too late and miss your window of opportunity.
VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 14
GAMIFYING EXPERIENCE FOR CONSUMERS AND
EMPLOYEES

• Test the viability of an architectural

design
• Earlier reliable on human
judgement that were erroneous.
Viability • It increases the reliability on the
decision taken

• Resources aren’t put to risk through

multiple prototyping
Virtually • Leads to higher acceptance.
exploring the
design

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 15

WHAT VALUE PROPOSITION DOES IT GUARANTEE?
 AR and VR can speed the onboarding of new
workers and improve worker productivity by
offering more immersive on-the-job training.
 Upskill and GE Renewable Energy conducted a
productivity study using AR to assist workers in
wiring a wind turbine. A GE Renewable
technician compared first-time use of smart
glasses powered with Upskill's Skylight
software against the traditional process for
wiring of a wind turbine. The technician saw an
immediate 34.5 percent productivity
improvement using AR.
Reference:
http://supplychainasia.org/wp-content/uploads/2017/08/Making-your-
business-work-with-virtual-reality.jpg

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 16

WHAT VALUE PROPOSITION DOES IT GUARANTEE?
 Forbes reported that at the pilot location in London,
the Audi VR experience increased new car sales by
60 percent to 70 percent, with 75 percent of sales to
first time buyers and customers buying cars at 120
percent of the vehicle pricing because of an
increased rate of optional feature purchases.
Incredibly, 50 percent of customers in the first year
of London dealership's Audi VR experience pilot
ordered vehicles without a physical test drive,
basing their purchase decision upon their virtual
experience. Audi offers the VR experience in select
European markets and reportedly plans to offer it
worldwide.
Reference:
http://supplychainasia.org/wp-content/uploads/2017/08/Making-your-
business-work-with-virtual-reality.jpg
VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY] 17
THANK YOU

VR FOR THE AUTOMOTIVE INDUSTRY [PRATIK TRIPATHY]