Porsche, renowned for its marriage of technology and automotive excellence, is breaking new ground by incorporating mixed reality (MR) to redefine its product presentations and technical briefings. This innovative approach took center stage during a recent Technology Workshop, specifically focusing on the groundbreaking all-electric Macan, signaling a significant departure from traditional presentation methods within the automotive industry.
The workshop environment resembled a scene from a futuristic movie, where groups of engineers and journalists donned the latest Meta Quest 3 headsets, engaging with virtual elements in a captivating 3D setting. This immersive experience represents a notable departure from the conventional media events where attendees were accustomed to passive observation of PowerPoint slides and static presentations.
Porsche’s foray into immersive technology began with the Taycan AR Event App, leveraging augmented reality (AR) through iPhones to delve into the car’s engineering. Over the intervening years, the evolution of mixed reality (MR) technology has propelled this experience to new heights, enabling users to navigate virtual environments, interact with objects, and connect with participants worldwide.
A distinct advantage of MR over virtual reality (VR) lies in its ability to seamlessly blend virtual elements with the real world. Users equipped with headsets featuring pass-through viewing can perceive their surroundings clearly, allowing them to take notes or use a phone, thereby providing a grounded experience.
The versatility of 3D models in MR augments comprehension by enabling viewers to explore diverse angles and perspectives. A Porsche engineer noted, “The storyline of the content works like a traditional presentation. You’re standing within the presentation, surrounded by it.”
Porsche has revealed plans to expand its utilization of MR for hosting telepresence events, elevating immersion with intricate models and animations. This strategic move aims to facilitate increased physical interaction with virtual assets, heralding the advent of a new era for the prestigious automotive brand.
