Porsche is actively venturing into the metaverse, this time with a focus on mixed reality (MR) technology. In a recent Technology Workshop centered around the new all-electric Macan, engineers, and media groups utilized Meta’s Quest 3 VR headsets to delve into an immersive exploration of the model.
This experience not only provided firsthand evidence but also sparked inspiration for Porsche to consider integrating MR into their practices, addressing challenges posed by traditional presentation methods. In a blog post, Porsche highlighted MR's potential to revolutionize presentations by offering users the ability to interact with virtual objects while remaining connected globally.
While complete immersion into a virtual world may not be for everyone, MR offers similar features while allowing users to "stay grounded."
The incorporation of MR has the potential to transform model exploration by providing diverse angles and perspectives, leading to a deeper understanding compared to static images. It could also facilitate the isolation of specific parts or enable a switch to an exploded model view, revealing hidden components.
Recognizing the shifting landscape of virtual technologies and their appeal to consumers, particularly among younger generations, Porsche aims to leverage MR's potential to enhance presentation experiences. A recent survey found that 56% of Gen Z respondents are more likely to consider purchasing a car if they can virtually experience it beforehand.
This consumer-centric approach follows Porsche's November 2023 announcement outlining plans to utilize the metaverse in car design, allowing interior designers to experiment with various options in virtual environments.
These initiatives align with Porsche's ongoing dedication to embracing new technologies, as demonstrated by their involvement in non-fungible tokens (NFTs). Having previously marked its 70th anniversary with NFT digital art pieces featuring the Taycan Turbo, Porsche has now introduced a new NFT initiative that empowers holders to actively participate in the final design of their personalized digital artworks.
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