Ford is experimenting with integrating virtual reality (VR) and augmented reality (AR) in its customer retail experience.
The motoring company wants to create an online space where its cars can be 'test-driven' at any time of the day, anywhere in the world by using AR and VR to layer digital holograms onto the real world.
"It really is a blank canvas. It is easy to imagine that someone who wants to buy an SUV could experience taking that car for a test drive over desert dunes without leaving the comfort of their home," says Jeffrey Nowak, global digital experience chief, Ford Motor Company.
"Likewise, if you're in the market for a city car, you could be at home, relaxing in your PJs, and fit in trying out the peak-time school run after you've put the kids to bed."
The company says the experience is not available yet but it is exploring ways to allow people to virtually interact with its products within the next decade.
"We envisage that one day a customer could identify the model they are interested in - from the colour, to the exact finish of their interior - and the time and place they would like to simulate. That scenario could then be recreated on a bespoke basis," says Nowak.
The virtual simulations are currently being used by Ford designers in its Design Studio in Germany. This allows designers to fully experience a vehicle without the need for a physical prototype.
Ford says the VR experience enables the designers to perfect the look of materials, craftsmanship and finish more quickly and efficiently.
For the new Ford Fiesta, designers were able to experience and confirm the location of vehicle controls, dashboard layout and seating positions using AR and VR.
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