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How Aston Martin is Using VR and Mixed Reality (XR) Solutions
Reading time 4 minutes
Categories Automotive Industry » Driving News »
As one of the UK’s, and the world’s, most iconic and luxurious automotive brands, Aston Martin is constantly looking at ways to enhance and improve the way it does things.
One of the biggest advancements in the automotive industry in recent years is the introduction of innovative technologies. These days, new vehicles come packed with all kinds of technology in the form of advanced driver assistance systems (ADAS).
However, Aston Martin has also introduced the use of tech to its customer experience and product development processes.
Focusing on virtual reality (VR) and mixed reality (XR), in this article we’ll take a closer look at how Aston Martin is leading the way when it comes to these technologies.
Before we examine Aston Martin’s use of the technology, let’s give a bit of an explainer of what mixed reality actually is.
While virtual reality is a technology that has become more commonplace in recent years due to its recognisable headsets and uses in the world of video gaming, mixed reality is not as widely known.
Mixed reality, or XR, merges together the real world and the virtual world. While users will don similar headsets and enter a virtual reality as is seen with VR, XR combines real-world elements, too.
For example, physical objects in the real world can be incorporated alongside virtual elements to create a unique space that enhances the user’s experience. Mixed reality has been used in many settings including education, entertainment and even military training.
Aston Martin’s use of virtual reality and mixed reality technology is nothing new, and was something they began utilising in 2016. The technology was used for the brand’s first-ever hypercar, the Aston Martin Valkyrie. Virtual reality was used to help customers choose car features personalised to them. This includes customising colours, trim levels and more.
Then, in 2020, the COVID-19 pandemic arrived.
With people around the world confined to their homes in lockdown, customers were unable to visit dealerships to view cars and discuss preferences. Aston Martin accelerated their use of technology, using VR and XR to help offer this high level of customer service even if they were unable to meet customers face to face.
Now, the brand has partnered with technology giants Lenovo and headset providers Varjo to deliver immersive experiences for their first luxury SUV – the Aston Martin DBX. Customers will be able to wear a headset and view the car (whether it is physically in the room or not), and select customisable features while they discuss the vehicle specifications with an Aston Martin employee.
In addition to customer service, the brand is looking to expand VR and XR even further across its design and engineering operations. And, as the technology becomes increasingly more portable, there are even ambitions to take it into the homes of VIP customers to provide an exclusive experience.
As mentioned above, one of the biggest technological developments in the automotive industry has been the introduction of advanced driver assistance systems, or ADAS. If you’d like to learn more about ADAS, check out our comprehensive ADAS guide.
At The Windscreen Company, we’re leading windscreen technicians who offer a quality ADAS recalibration service. This involves recalibrating all cameras and sensors to ensure ADAS continues to work correctly, keeping you and other road users safe when out on the roads.
We’ll tailor our offering to all of the cars we service, and can conduct the work on vehicles of any make and model.
Operating across the West Midlands and the South East, contact our team today to find out how we can help.
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