Augmented reality (AR) has been attracting attention over the last few years, with a rising number of organisations turning to AR to improve productivity in various ways. However, though many industries are taking interest in this technology, no other is investing quite so heavily as the automotive industry. In fact, it is predicted that the total augmented reality automotive market will grow at an annual rate of 177% for the next four years, reaching $5.5 billion by 2022.
And this growth shows no sign of waning, with a report by ABI Research indicating that this trend will continue and be vital in creating future market value for the automotive industry.
Auto manufacturers such as BMW, Jaguar, Mazda and Mini are already integrating AR into production cars, while a number of startups, including Munich-based Re’flekt and Swisse WayRay are disrupting the industry with the likes of a dashboard-mounted device that displays augmented reality turn-by-turn navigation instructions, which allows the driver to keep their eyes on the road.
As more major industry players turn to augmented reality in their search for a competitive edge, it is important to understand the scope and depth of AR’s potential in the automotive industry to stay ahead of the competition. Here’s what’s to come in the world of automotive AR.
Intelligent terrain mapping and location-based services
Mercedes-Benz, Google and Apple are currently working on new technologies for intelligent terrain mapping, which could make the drivers’ view of the road look very different from behind the windshield.
Technology such as see-through displays, windshield projectors and wearables give the driver more information about their surrounding environment, and conditions, providing immediate information on any important events, without distracting the driver. Roadside markings could warn of potentially ragged edges, approaching accidents can be identified, while road signs and route trackers have the ability to be magnified.
Parking and 5G
When it comes to AR in use, parking assistance is perhaps the most common example in cars today. However with oncoming 5G technology, this is expected to take this one step further. This new tech has the potential to identify empty spaces in a busy car park and highlight them to the driver, while apps could summon your self-driving vehicle and send notifications about expiring parking sessions.
5G will also allow for the collection of huge amounts of data, including vehicle information, parking habits and frequency, as well as geographic information about the most popular parking locations and time and dates of highest usage. This data can be transmitted instantaneously to other vehicles, enforcement officers, dispatch, or other parties.
Improved safety and security
Perhaps one of those most important contributions AR is making to the automotive space is driver safety and security improvements. Companies are implementing advanced safety systems which are backed up by augmented reality services, as well as internet-connected safety features. For example, in case of a functional failure, drivers can get help from an AR app that will assist them in understanding the malfunction, meaning the exact issue can be fixed.
Augmented reality systems are also improving drivers’ focus by providing all the necessary navigation and car status information in front of them. This technology is showing promise here in Australia, where several AR development companies are providing services to install AR safety features on cars. This means drivers will no longer be required to take their eyes off the road to look at a dashboard, but instead can perform various activities using simple eye movements that will not disrupt concentration.
AR outside the car
Augmented reality won’t just have an impact on the way we drive and manufacture our cars, but also on the way we sell them. Currently, several car dealerships around the world are testing how AR can improve customer service and drive sales.
While it seems ludicrous that customers might be able to place a 3D life-size version of a car in their driveway and open the door and look inside, this kind of technology isn’t as far away as you may think.
Jaguar Land Rover website visitors simply needed to click a banner ad to give prospective buyers a 360-degree virtual experience of the car’s interior. The system also includes hotspots where site visitors tap on the screen to get more information about a particular feature of the vehicle.
AR has the potential to support automotive dealerships even further by enhancing the sales process and tailoring the experience to each customer. For example, Hyundai’s AR app runs on iPads and helps sales staff demonstrate the capabilities of its new i30 hatchback that would have ordinarily been difficult to showcase in a showroom environment. There’s also possibilities that AR could easily allow people to change the colour or finishes on a car, allowing them to find the one that fits their preferences.
AR advertising and marketing opportunities
AR also brings with it a completely new platform for advertising opportunities, and thus the potential for revenue. In fact, AR advertising spend is predicted to hit US$2.6 billion in 2022, with Bloomberg indicating that automotive AR advertising will be next to hit our windscreens.
Vehicle leasing company Vanarama has visualised how this could involve promoting upcoming movies, displaying your account balance as you drive past the bank, or pinpointing shoes a passer-by is wearing and creating a virtual advertisement on your windscreen.
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