세계 자동차용 AR/VR 시장 규모는 2023년 45억 6,000만 달러로 평가되었고 2031년 106억 9,000만 달러에 이를 전망이며, 예측 기간 동안 복합 연간 성장률(CAGR) 11.24%의 성장이 전망됩니다. 자동차 산업은 증강현실(AR)과 가상현실(VR)과 같은 몰입형 기술에 의해 큰 영향을 받고 있습니다. AR은 자동차 설계, 프로토 유형 테스트, 직원 교육, VR은 가상 쇼룸 및 시승회 등 마케팅에 사용됩니다. 다각적인 용도를 가진 가상 세계인 메타버스의 개념은 지지를 모으고 있으며 자동차 산업은 마케팅, 판매, 고객 서비스, 제조에 있어서의 가능성을 모색하고 있습니다. 몰입형 기술은 자동차 산업에 필수적이며, 고객을 끌어들이는 혁신적인 방법을 제공하고, 이 부문에 혁명을 가져올 가능성이 있습니다.
예를 들어, 온라인 자동차 컨피규레이터, 3D 시각화, 가상 시운전 등의 기술은 온라인 판매를 강화하고 자동차 조사를 보다 인터랙티브하게 만듭니다. 예를 들어 MG Motor India는 2023년 6월 첸나이에 자동차 구매자와 애호가를 위한 디지털 몰입형 스튜디오 'StudioZ'를 개설했습니다. 스튜디오에는 AR/VR 경험, 디지털 러닝 파사드, 비디오월컨피규레이터, AR/VR 구역을 갖춘 메가 비주얼라이저가 있습니다. 이 몰입형 디지털 스튜디오는 고객에게 최고의 기술과 자동차 경험을 제공하는 것을 목표로 합니다.
산업 전반에 걸쳐 AR 용도이 널리 채용되고 있기 때문에 자동차 산업은 교통 안전성을 높이기 위해 이 기술을 활용하게 되었습니다. AR 기반 헤드업 디스플레이(HUD)는 운전자에게 관련 정보와 경고를 표시하여 도로에서의 안전성을 향상시킬 수 있습니다. AR은 또한 자동 주차, 거리 및 속도 지원, 차선 유지 환기, 내비게이션 등의 기능으로 보조할 수 있습니다. AR 솔루션은 운전자에게 정보에 대한 능동적인 액세스를 제공하여 운전 중에 스마트폰, 기기 및 주변 환경에 신경 쓰지 않도록 합니다.
AR은 자동차의 안전 기능에 필수적인 요소입니다. 예를 들어, 2023년 12월, 포르쉐 마칸의 전기 자동차는 AR 헤드업 디스플레이 기술을 도입했습니다. Porsche Macan의 EV는 제조업체가 언급했듯이 "이 부문에서 가장 스포티 한 모델"이 될 것으로 예측됩니다. 이 진보는 자동차 산업에서 AR 통합의 진행을 반영하며 혁신적인 운전 경험과 첨단 기술 기능으로의 큰 변화를 의미합니다.
자동차 시장에서는 차내 엔터테인먼트와 편안함이 크게 성장하고 있습니다. AR/VR 기술은 다양한 엔터테인먼트 옵션과 개인화된 편안함 기능을 제공함으로써 운전 체험을 바꾸고 있습니다. AR HUD는 실시간 정보를 전면 유리에 직접 제공하여 내비게이션과 안전을 향상시킵니다. 한편, VR 용도는 차량 내 엔터테인먼트를 지원하며, 이동 중에 승객들에게 인터랙티브하고 매력적인 경험을 제공합니다. 가상 시네마에서부터 확장된 여행 정보에 이르기까지 이러한 기술은 여행을 더욱 즐겁게 만드는 것을 목표로 합니다. 자동차 산업이 승객의 체험을 위해 변화를 계속하는 가운데, AR/VR의 차내 엔터테인먼트와 쾌적 시스템에의 통합은 자동차 기술의 미래를 형성하는데 있어서 매우 중요한 역할을 하게 됩니다. 예를 들어, 2023년 Meta와 BMW는 고속 이동 차량에서 AR/VR 경험의 통합을 탐구하기 위해 동맹했습니다. 이 파트너십은 차내에서 보내는 시간을 보다 생산적, 사회적, 엔터테인먼트로 만드는 것을 목표로 합니다. Meta의 AR/VR 기술과 BMW의 센서 데이터를 조합함으로써, 이 연구는 승객의 안정된 '차내에서' 게임, 엔터테인먼트, 생산성 체험의 발전으로 이어지고 있습니다.
본 보고서에서는 세계 자동차용 AR/VR 시장에 대해 조사 분석하여 시장 규모와 예측, 시장 역학, 주요 기업 상황과 전망 등의 정보를 제공합니다.
Automotive AR and VR market is projected to witness a CAGR of 11.24% during the forecast period 2024-2031, growing from USD 4.56 billion in 2023 to USD 10.69 billion in 2031. The automotive industry has been significantly impacted by immersive technologies such as augmented reality (AR) and virtual reality (VR). These technologies have found diverse applications in the industry, with AR being used for car design, prototype testing, and employee training, while VR has been employed for marketing, including virtual showrooms and test drives. The metaverse concept, a virtual world with multifaceted uses, is gaining traction, and the automotive industry is exploring its potential in marketing, sales, customer service, and manufacturing. Immersive technologies are becoming vital in the automotive industry, offering innovative ways to engage customers, and holding the potential to revolutionize the sector.
For instance, technologies, including online car configurators, 3D visualizations, and virtual test drives, bolster online sales and make the car research experience more interactive. For example, In June 2023, MG Motor India opened a digital immersive studio called StudioZ in Chennai for car buyers and enthusiasts. The studio has AR and VR experience, digital running facade, video wall configurator, and mega visualizer with AR/VR zone. The immersive digital studio aims to bring the best in technology and automobile experiences to customers.
The widespread adoption of AR applications across industries has led the automotive industry to utilize the technology to enhance road safety. AR-based head-up displays (HUDs) can display relevant information and alerts to drivers, improving their safety on the road. AR can also assist with automated parking, distance and speed assistance, lane-keeping prompts, and navigation, among other features. AR solutions provide drivers with active access to information, making it easier to avoid distractions from their smartphones, devices, or surroundings while driving.
AR has become an essential component of car safety features. For instance, in December 2023, the Electric Porsche Macan introduced augmented reality head-up display technology. The Porsche Macan EV is anticipated to be the "sportiest model in its segment", as stated by the automaker. This advancement reflects the increasing integration of AR in the automotive industry, signifying a significant shift towards innovative driving experience and advanced technological features.
In the automotive market, there's significant growth in elevating in-vehicle entertainment and comfort. AR and VR technologies are changing the driving experience by offering various entertainment options and personalized comfort features. AR HUDs provide real-time information directly to windshields, improving navigation and safety. On the other hand, VR applications cater to in-car entertainment, providing passengers interactive and engaging experiences during journeys. From virtual cinemas to augmented travel information, these technologies aim to make travel more enjoyable. As the automotive industry continues to make changes for passenger experience, the integration of AR and VR into in-vehicle entertainment and comfort systems is poised to play a pivotal role in shaping the future of automotive technology. For example, in 2023, Meta and BMW joined forces to explore the integration of AR and VR experiences in fast-moving vehicles. The partnership aims to make time spent in cars more productive, social, and entertaining. By combining Meta's AR and VR technology with BMW's sensor data, the research has led to the development of stable "car-locked" gaming, entertainment, and productivity experiences for passengers.
A heightened focus on electric and sustainable vehicles strongly shapes the automotive AR and VR market. As the automotive industry undergoes an innovative shift towards electric mobility, AR and VR technologies play a crucial role in strengthening the driving experience for electric vehicle owners. These technologies optimize energy consumption, offer real-time data on battery performance, and provide immersive interfaces for electric vehicle users. AR and VR applications contribute to making a seamless and user-friendly transition to electric mobility, aligning with the industry's commitment to sustainability.
Luxury car brands and used car dealerships are adopting immersive technologies to showcase their collections remotely. Virtual showrooms allow customers to explore vehicles, step inside them, and even take virtual test drives within a virtual environment. This technology saves customers time and money by allowing them to see a VR version of the vehicle from the comfort of their homes, avoiding traveling to various dealerships. Similarly, car dealers can save overhead costs on car showrooms and demonstrations. The metaverse, or virtual reality, is revolutionizing how automakers serve their customers and is expected to have a significant impact on how motorists experience vehicles. Virtual showrooms are highly interactive and immersive environments for customers, ultimately reshaping the automotive retail experience.
The automotive AR and VR market is characterized by the dynamic presence of key players driving innovation in the automotive tech landscape. Companies like Microsoft Corporation and Continental AG are at the forefront, pioneering AR and VR applications in vehicles. These key players are focusing on strategic collaborations, product launches, and continuous advancements to enhance the AR and VR experiences within automobiles. The outlook for the market is optimistic, with increasing investments in research and development (R&D), aiming to bring about transformative changes in the way drivers interact with their vehicles, emphasizing safety, navigation, and overall driving experience through immersive technologies.
In November 2023, Basemark made a significant impact on the automotive AR market with its tooling and software products. The company further expanded its influence by announcing a new partnership with Luxoft, a DXC Technology company. Luxoft has joined Basemark's Rocksolid Ecosystem, a community dedicated to pioneering innovative and immersive solutions for automotive AR experiences. This partnership is expected to bring cutting-edge automotive AR solutions to the market.
For instance, in May 2022, Microsoft and Volkswagen collaborated to integrate AR glasses into moving vehicles through the HoloLens 2 project. This partnership aims to enable the use of AR technology in daily life, providing users with contextual information and 3D communication. HoloLens 2, designed for business use, offers an immersive AR experience with a wide field of view and natural interaction capabilities.
In March 2022, Porsche and the entertainment-technology start-up Holoride introduced an in-car VR experience in a moving vehicle. This innovative attraction, named Cosmic Chase, is being permanently installed at the Porsche Experience Center in Los Angeles. By integrating real-time driving data from a Porsche Cayenne, the experience provides passengers with an immersive journey through outer space, complete with synchronized sound effects and visuals. This collaboration represented a significant step in making holoride's technology accessible to a wider audience.
All segments will be provided for all regions and countries covered:
Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.