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Porsche is now using virtual reality (VR) technology and Microsoft’s HoloLens to design its cars – for financial reasons too, given virtual 3D models are quicker and easier to create and modify. The automakers have joined forces here with computer-generated imagery (CGI) experts from Meyle+Müller and mixed-reality developers from medialesson . Consequently, several designers can project holographic objects onto a given car simultaneously. They can use voice commands or gestures to record driving or engine noises or to make automotive components behind the chassis visible: This ‘X-ray vision’ helps check the technical viability of designs.

All in all, the entire automotive sector is currently moving heavily into virtual worlds: Ford is also designing cars in AR, while VW presented its Virtual Engineering Lab , which also focuses on AR product development, at the Hanover Fair 2017. Similar projects are underway at Volvo , and at Mercedes, the upcoming A-Class is even going to integrate AR functions into its navigation system . And, naturally, practically all manufacturers use VR worlds for marketing, as recently clearly demonstrated at the Detroit Auto Show (NAIAS). In Munich, the HoloLens is being used to enable virtual test drives, for example, with the BMW X2 Holo Experience , and, thanks to GoInStore , the Porsche Museum in Stuttgart is also already HoloLens-ready and allowing visitors to take a virtual tour with additional information.