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Augmented Reality (AR) and Virtual Reality (VR) in Automotive - Thematic Research

March 2021 | 53 pages | ID: AA5A6B998D42EN
GlobalData

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Augmented Reality (AR) and Virtual Reality (VR) in Automotive - Thematic Research

SUMMARY

This report looks at the emerging trends in Augmented and Virtual Reality in the automotive sector. These technologies will play a larger role in the future of automotive retail, servicing and manufacturing in the future.

This report is part of our ecosystem of thematic investment research reports, supported by our “thematic engine”.

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  • GlobalData has developed a unique thematic methodology for valuing technology, media and telecom companies based on their relative strength in the big investment themes that are impacting their industry. Whilst most investment research is underpinned by backwards looking company valuation models, GlobalData’s thematic methodology identifies which companies are best placed to succeed in a future filled with multiple disruptive threats.
  • To do this, GlobalData tracks the performance of the top 600 technology, media and telecom stocks against the 50 most important themes driving their earnings, generating 30,000 thematic scores. The algorithms in GlobalData’s “thematic engine” help to clearly identify the winners and losers within the TMT sector. Our 600 TMT stocks are categorised into 18 sectors. Each sector scorecard has a thematic screen, a risk screen and a valuation screen.
  • Our thematic research ecosystem has a three-tiered reporting structure: single theme, multi-theme and sector scorecard. This report is a Multi-Theme report, covering all stocks, all sectors and all themes, giving readers a strong sense of how everything fits together and how conflicting themes might interact with one another.
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  • Our thematic investment research product, supported by our thematic engine, is aimed at senior (C-Suite) executives in the corporate world as well as institutional investors.
  • Corporations: Helps CEOs in all industries understand the disruptive threats to their competitive landscape
  • Investors: Helps fund managers focus their time on the most interesting investment opportunities in global TMT.
  • Our unique differentiator, compared to all our rival thematic research houses, is that our thematic engine has a proven track record of predicting winners and losers.
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Augmented and virtual reality (AR and VR) are two emerging fields of digital technology. Augmented reality uses cameras, sensors and processors to superimpose additional information over a user’s field of view. Virtual reality uses similar technologies but swaps out a user’s view of the world for an entirely simulated environment.

The link between AR and VR, and the automotive industry is not necessarily obvious. In vehicles where a human is tasked with driving, unlike semiautonomous or fully self-driving vehicles, the ability to see the outside world is a safety-critical issue, leading to the assumption that AR and VR will play no role in the cars of the future. However, in other areas of the auto industry, AR and VR could become vital technologies enabling safer operation of vehicles, faster training of automotive staff, and more in-depth entertainment experiences.

Augmented reality, in particular, could play a larger role in vehicles. Examples include the use of overlaid navigation instructions on real-world images, enabling clearer guidance based on the actual road layout facing the driver. In maintenance and servicing, AR could play a role in enhancing the efficiency of processes. Technicians can have repair and maintenance instructions overlaid on their physical view of the car being repaired, directing them to the next task without them needing to research it separately.

Considering VR entirely blocks out a user’s field of view, its use in vehicles may be limited – even beyond restricting a driver’s view, it could cause them or other passengers to suffer motion sickness as the movement of the vehicle no longer matches the movement of the image in front of them. However, that does not mean VR has no role to play in the auto industry.

If, for example, designers want to rapidly simulate the interior or exterior look of a vehicle, they can generate a digital representation on a computer and then view it in VR without ever needing to create a physical model. This speed up the design process by allowing faster prototyping and analysis of different designs in a virtual space.

Similarly, in the automotive retail environment, VR could make the buying process more flexible. Potential buyers could visit a showroom, slip on a virtual reality headset and get up close with a number of different models, regardless of whether the dealer has physical examples to demonstrate. Creating memorable experiences such as these could enhance consumer engagement and increase brand loyalty.

GlobalData's latest, "Augmented Reality (AR) and Virtual Reality (VR) in Automotive - Thematic Research" report looks at the emerging trends in Augmented and Virtual Reality in the automotive sector. These technologies will play a larger role in the future of automotive retail, servicing and manufacturing in the future. This report is part of our ecosystem of thematic investment research reports, supported by our “thematic engine”.



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