Rising Application Areas to Drive Global Intelligent Vehicle AR/VR Market

Published On : 25 Sep 2018

Vehicles these days are smart and connected. This is because of the heavy use of latest sophisticated technologies such as virtual reality (VR) and augmented reality (AR). Those incorporated with sensors, help in bettering road safety by bringing in intuitive abilities. Those also help in promoting comfort of drivers and passengers in cars and other vehicles, small and large. 

Potential of Global Intelligent Vehicle AR/VR Market in Enhancing Driving Experience

AR powered head-up-displays (HUDs) are primed to supplant 3D navigation instructions with respect to the geometry of road and moving hurdles such as bikers, pedestrians, and wheel-chair users. Further virtual reality (VR) windshields can enable dynamic reconfiguration of multi-lane roads.  

However, it is not going to be a smooth ride for the intelligent vehicle AR/VR market all the way. There are difficulties it needs to overcome with respect to the technologies. Those include capturing and interpreting road geometry through computing intensive sensor fusion, correct positioning of vehicle, tackling vibrations, jitters, and delays. Building complicated algorithms for exact augmentation content in the viewing field of the driver is also posing a challenge to the market.

Autonomous Vehicles Set to Emerge as Biggest Application 

As carmakers test fully autonomous vehicles and new features in the existing semi-autonomous ones, demand for augmented reality (AR) and virtual reality (VR) will likely rise. Complementing the reality with useful information so that it becomes more valuable is the value addition brought about intelligent vehicle AR/VR. It opens up several driving applications. For example virtual reality (VR) enables buyers to sit inside a vehicle and test drive it without even having to leave home. Prominent carmakers such as BMW, Audi, and others are coming up with a range of VR systems for shoppers.

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In 2017 Audi rolled out the Audi VR experience. Its main aim is to offer potential buyers with a highly realistic experience of their individually configured car.

Alongside intelligent vehicle AR/VR, other technologies such as cloud, artificial intelligence, and internet of things (IoT) would also play a crucial role in the next generation vehicles.

North America Leads the Global Intelligent Vehicle AR/PR Market

North America has always been an early adopter of technology. This is because of the large government funding, developed manufacturing and tertiary sector, and higher spending capacity of people. All new technologies are mostly tested and rolled out first in the U.S. As a result, the region leads the global intelligent vehicle AR/PR market. Presence of numerous tech giants of the likes of Google and Tesla and major automakers are providing a major impetus to the market in the region. Europe is another key market owing to the same reasons as North America. Asia Pacific is poised to rise as a crucial market owing to the large sales of automobiles in the region, particularly in the nations of India and China

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