Real-time image creation: A new wave of experiences for car buyers

Shots magazine have produced an excellent article about where creative is heading to entice the car buyer into the new car;

With the landscape changing for the automotive industry, how are car brands using creative technology to entice potential customers? Chris Christodoulou explains… 

The automotive industry landscape is changing. Rather than a shiny new state-of-the-art car, we’re much more likely to buy a second, third or even sixth-hand vehicle online. 

Audi White City

In fact, new car registrations were down 6.8% in 2018. The result? A sharp decline in dealership visits. That’s why automotive brands have been amongst the most innovative in going beyond traditional advertising.

Brands are going a step further when it comes to personalising the retail experience… into richer, more engaging experiences built with real-time technology.

Over the last decade, automotive brands have been personalising online experiences using CGI. London’s first all-digital showroom, Audi City, is perhaps the most high profile example. Visitors can research, build and interact with their ‘dream car’ via large screens, showing life-size cars in every conceivable design. This approach created greater dealership visits and increased that showroom’s sales because the experience was so rich. You can read the rest of this excellent article here

We’ve been producing high end content for Audi, Toyota and GKN in both the immersive and CG space for many years. Contact us to find out more

Carmakers plan VR for boredom free Autonomous Car journeys.

Audi and Nissan are planning to use in vehicle VR for long driverless journeys.

Holoride, an Audi subsidiary, has demonstrated how it wants to turn road trips into virtual reality experiences. Passengers can swim with Whales or through sunken ships in the deep sea while on a drive. As the car accelerates or steers sideways, movements are logged by a computer installed in the cars boot which adjusts the passengers view in the VR goggles. This will reduce the possibility of motion sickness.

Nissan have showcased a set of goggles for drivers and passengers that could deliver real time information and project a talking cartoon character that communicates with the wearer. “We want to fulfill peoples emotional needs” said Tetsuro Ueda, expert leader at the Nissan Research Centre.

Virtual experiences will be deployed when the industry reaches Level 4, or fully autonomous standards. At this stage, the vehicle will be able to handle all aspects of driving in most circumstances with no human intervention.

Video of Audi and Holoride at CES 2019