A growing number of in-car infotainment systems now include augmented GPS navigation systems with AR, displaying holographic arrows on a live image feed from the front of the car. Maintenance and manufacturing portions of the industry are also using AR headsets to minimize training time and execute quality control checks more efficiently and precisely.
Some automakers are attempting to push AR usage even further by incorporating the metaverse into vehicles. It might be introduced to the in-car experience via interactive holographic windscreens or avatar projections into passenger seats.
Until recently, the usage of augmented reality in automobiles was limited. The Mercedes-Benz user experience (MBUX) infotainment system, which debuted in the Mercedes A-Class in 2018, was the first AR head-up display (HUD). On the interior screens, the GPS identifies junction exits and final destinations, as well as potential dangers including potholes, pedestrians, and other vehicles on the road. Other brands, like BMW, Continental, and Hyundai, have integrated AR into their own infotainment systems since its inception.
With its I2V Invisible to Visible AR idea, which debuted at CES 2019, Nissan has also entered the metaverse. To improve safety and driver comfort, the technology uses a display within the vehicle to indicate impediments that may not be visible to the driver. Individuals can also appear as 3D avatars in the passenger seat of the car. This might be a family member or friend who can keep you company on a lengthy trip, or a local guide who will answer questions and make recommendations. Nissan plans to include the technology into its vehicles starting in 2025.
Although there are no commercially available vehicles with AR HUDs directly on the windscreens, a few concept cars have demonstrated the technology. Because of its extensive reliance on AR technology, WayRay has created the Holograktor, which has been dubbed a "metaverse on wheels." It's an electric ride-hailing concept car that can be piloted remotely from an AR pod by a licensed driver, giving it the feeling of autonomy while avoiding completely autonomous driving systems, which are still in their infancy.
It's unclear whether consumers will want advertisements to be so prominent throughout their travels. While having ads constantly in your peripheral may be useful if you are actively seeking for a restaurant or museum, having ads constantly in your periphery may violate the privacy that some individuals seek in the ride-hailing experience.
While this may seem very appealing to some, it’s going to take awhile for the mainstream automakers to fully adopt this technology. There’s a lot of hurdles to overcome, like driver visibility and privacy, and the public's opinion on Augmented Reality, but we’re hopeful that the technology will improve the overall driving experience and lead the industry in a new direction.
Times are changing, and technology seems to be advancing faster every minute. We think this is a perfect opportunity to get the jump on your competition and start thinking about how you could leverage this technology to your benefit. How do you see it improving your business? Even with it still a few years off, let us know your thoughts, we'd love to hear them!
Sources:
Mangioni, S., 2022. Netflix Plans to Introduce Cheaper Ad-Supported Plans to Draw in More Subscribers. [online] https://manofmany.com/. Available at: <https://manofmany.com/entertainment/movies-tv/netflix-cheaper-ad-supported-plans> [Accessed 17 May 2022].
Campa, E., 2022. How the metaverse could disrupt the in-car experience. [online] VentureBeat. Available at: <https://venturebeat.com/2022/04/09/how-the-metaverse-could-disrupt-the-in-car-experience/> [Accessed 17 May 2022].