Porsche has embarked on a groundbreaking journey by integrating mixed reality (MR) into its product presentations and technical briefings, signaling a significant departure from traditional methods. This innovative approach was recently highlighted in a Technology Workshop centered on the new all-electric Macan, showcasing the brand’s commitment to leveraging technology and automotive expertise.
The workshop setting resembled a scene from a futuristic movie, where engineers and journalists, equipped with the latest Meta Quest 3 headsets, engaged with virtual elements in a captivating 3D environment. This immersive experience represents a notable departure from conventional media events, where attendees typically encountered static presentations such as PowerPoint slides.
Porsche’s foray into immersive technology began with the Taycan AR Event App, which utilized augmented reality (AR) on iPhones to delve into the car’s engineering. Over the years, the evolution of MR technology has elevated the experience, enabling users to navigate virtual environments, interact with objects, and connect with remote participants globally.
A key advantage of MR over virtual reality (VR) lies in its ability to seamlessly blend virtual elements with the real world. Users wearing headsets with pass-through viewing can maintain a clear view of their surroundings, allowing them to take notes or use a phone, thus grounding the experience.
The flexibility of 3D models in MR enhances comprehension by enabling viewers to explore various angles and perspectives. According to a Porsche engineer, “The storyline of the content works like a traditional presentation. You’re standing within the presentation, surrounded by it.”
Porsche has revealed its plans to expand the use of MR for hosting telepresence events, aiming to enhance immersion with complex models and animations while enabling more physical interaction with virtual assets. This marks the beginning of a new era for the brand, underscoring its commitment to embracing cutting-edge technology for engaging and informative product presentations.
