The Virtual Dimension Center (VDC) provides an overview of the fields of application and trends of virtual technologies in automotive engineering. These are used in development, production, marketing, training and service, making physical prototypes increasingly redundant. In future, manufacturers will rely even more on these methods and tools.

1. Whitepaper
Virtual Techniques in the field of Automotive
Engineering
Technologies – Application fields- Trends
© Competence Centre for Virtual Reality and Cooperative Engineering w. V. – Virtual Dimension Center (VDC)
Dr.-Ing. Dipl.-Kfm. Christoph Runde
Virtual Dimension Center (VDC) Fellbach
Auberlenstr. 13
70736 Fellbach
www.vdc-fellbach.de
Technologies – Application fields- Trends

2. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Environment
Enormous increase of number of
variants
Reduced development time
Strongly differentiable product,
trend to batch size 1
Serving global markets:
Increasing demands to the package
Outsourcing the development of
components and aggregates to
suppliers
Great demand for cooperation
between companies
Environment
Serving global markets:
language and cultural barriers
Fulfillment of global varying
requirements
Rising complexity of vehicles [in
development, production,
operation, service]
Increasing need for cooperation
2
between companies
Increasing demand for distributed
cooperation

3. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Techniques in Automotive Engineering
Virtual Prototyping Vehicle Virtual Prototyping
Manufacturing
Training Marketing
Factory planning target definition
Basics determination
o Inventory
Factory concept planning
o Architecture, media systems
o General construction
o Layout planning
Hedging Design
o Form, composition
o Haptics
o Acoustics
Functional hedging
o Product functionality
• Structural mechanics, fatique,
crash
• Fluid mechanics
Training production
Training operation
Training maintenance
and repair
Market and environmental analysis
o Competitive analysis
o Customer analysis
Target definition
o Support of different target
indicators through virtual
techniques
Strategy definition
Virtual techniques in product
VT MarketingVP Manufacturing TrainingVP Vehicle
3
o Material flow, logistics
Factory detail planning
o Industrial safety
o Automation technology
o DMU integration
o Manufacturing processes
o Conveyor technology
o Assembly planning
Preparation implementation
Monitoring implementation
o Control, inspections
Ramp-up support
o Commissioning ramp-up
o Commissioning training
Project completion
o Knowledge management
• Fluid mechanics
• …
• Driving simulation
• Ergonomics, usability,
MMI design
• Assistance systems
o Commissioning:
• Virtual certification
o Service:
• Documentation
• Repairability, maintainability
o Feasibility
• Manufacturability
• Mountability
• Process ergonomics
o Virtual techniques in product
development
o Customer integration with virtual
techniques
Marketing mix
o Development of variants
o Virtual techniques for print, web,
point-of-sales, digital signage in
communication
o Virtual sell-in, virtual training and
virtual store in distribution
Marketing control
o Virtual store/ test/ training for
verification of target achievement
Production
Assistance systems
Quality assurance
and documentation

4. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Design visualization
for Audi
Virtual Prototyping vehicle: Hedging design (1/3)
Form, composition
Design of all kinds of objects according to
functionality criteria (e.g. ergonomics) and
aesthetics [see http://www.designlexikon.net]
Design classes [according to P. Gorb]:
Image: Meyle & Müller
VP Vehicle
Image: Fh-IPK
Design of freeform surfaces
in CAVE
Image: OPTIS
Physical correct light
simulation of headlights
model
Design classes [according to P. Gorb]:
o Product (e.g. industrial design, packaging
design, service design)
o Information (e.g. graphic design, branding,
media design, web design)
o Environment (e.g. retail design, exhibition
design, interior design)
4

5. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: Fh-IPK
Tailgate simulator:
programming force-path
behaviour
Virtual Prototyping Vehicle: Hedging design (2/3)
Haptics
Impression of quality through haptics
Further background: trend towards central operating
elements (e.g. Audi MMI, Daimler COMAND, ...)
Requirement: "blind" operation (-> gaze aversion)
Central:
o Haptic feedback during actuation
VP Vehicle
Image: Immersion
Programmable rotary
control
Operating interface
vehicle
o Haptic feedback during actuation
o Gaining ergonomically usable data for the design of
actuation haptics
Haptic free programmable interfaces available
Rotary knobs interchangeable via plug-in system
Test the influence of button size, weight,
shape and material on the respective
operating behavior
5
Images: Immersion

6. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: SWR
Recording door closing
sound
Daimler
Virtual Prototyping Vehicle: Hedging design (3/3)
Acoustic Design / Engineering
Design, analysis and control of sound
Suggest quality, high-quality sound
Emotional, full of character sound, „brand
sound“
VP Vehicle
Image: SWR
Image: TU Ilmenau
Hearing lab
Daimler
Large projection system
with sound simulation
Do not exceed certain noise level
Engine, doors, side window, sunroof, seat
adjustment, ...
Driving pleasure, customer acceptance
Can be integrated into immersive large
projection systems
6

7. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Mock-Up model
in VR
Virtual Prototyping Vehicle: Functional hedging
Virtual Mock-Up
Digital overall model of the vehicle
Consideration of all planning trades - chassis,
powertrain, electrics, hydraulics, ...
Collision investigations
Image: ESI
VP Vehicle
Double occupancy of assembly space
Interactive examination of flexible components
(cables, hoses) possible
Minimum distances
Basis for feasibility studies
(Installation/ dismounting investigations)
Image: ESI
Interactive examination
of flexible components
(cables, hoses)
7
Image: ESI
Selective view on cable
harness and hoses in
DMU

8. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Loading calculation
mounting nut gear unit
Virtual Prototyping Vehicle: Functional hedging
Functional capability – structural mechanics
VR-applications: often postprocessing of data
from physical simulation, such as Computational
Fluid Dynamics (CFD) or Finite-Elemente-Analysis
(FEM)
o Rigidity
Impact loads
/ŵĂŐĞ͗ >ĂƵĞƌ Θ tĞŝƐƐ
VP Vehicle
o Impact loads
o Vibrations
o Crash
o Airbag
o …
Strong use of interaction metaphors
Support local or distributed cooperative work
with VR
Augmented Reality (AR) for comparisons
model - trial
Image: Visenso
Image: Visenso
Visualization structural
analysis body framing
Vibration analysis
dashboard
8

9. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Functional capability – structural mechanics
Postprocessing of simulation data from fluid
mechanics:
o Outer flow, aerodynamics, buoyancy and
resistance
o Heat exchanger, simulation of the cooling
Aerodynamics and design
data in a model
Image: 3DExcite
VP Vehicle
Virtual Prototyping Vehicle: Functional hedging
Image: Visenso
Virtual inspection
surround-flow of brakes
o Heat exchanger, simulation of the cooling
module
o Electromagnetic fields, hydraulics, emission
treatment
o Climate, air conditioner and air supply vehicle
interior
o Thermal design, thermal analysis, defrost
Climate simulation
vehicle interior
9
Image: Visenso

10. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Functional capability – driving simulation:
Driving behaviour
Behavioural research
Education, training
Head-up-Display development
Design Reviews
Image: Barco
Driving simulator
Daimler
VP Vehicle
Virtual Prototyping Vehicle: Functional hedging
Image: Barco
Image: Barco
Toyota driving simulator
with hexapod and linear
drive
Design Reviews
Control driving dynamics/ chassis design
Infotainment systems
Car-to-Car / Car-to-X communication
Light simulation (e.g. headlights systems,
interior illumination)
Vehicle acoustics/ NVH
10
HUD-tests in driving
simulator

11. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: Ford/ESI
Functionality capability – Ergonomics &
Usability
Early verification of accessibility and visibility
of control elements
Hedging visibility of safety-relevant control
and display elements, industrial safety (e.g.
Readability of
instruments in case of
solar radiation in the
interior: visualization with
IDO: Illuminate
VP Vehicle
Virtual Prototyping Vehicle: Functional hedging
Ergonomics and usability
examinations with digital
human model: permitted
spinal load exceeded
(red)
Test person in
physical seat box in
CAVE:
approachability
tests
/ŵĂŐĞ͗ ^/
Image: Daimler
and display elements, industrial safety (e.g.
for commercial vehicles)
Virtual examination of comfort
Consideration of ergonomic aspects for age
groups, percentiles, somatotypes (securing
product functionality for large part of the
population)
Consideration of human as a physical factor
11

12. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: Daimler
Simulation
brake assistant
Functionality capability – Assistance systems
Harmless offline tests of new assistance
systems (such as brake assistant)
Test of new human-machine interfaces
Design information interface
VP Vehicle
Virtual Prototyping Vehicle: Functional hedging
Image: Wurzel-Medien
Image: n-tv.de/Tina Döring
Visualization digital
MMI-protoype
Touchscreen steering
wheel prototype
Growing virtual prototype
12

13. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing TrainingVP Vehicle
Objective: Acceptance of parts of the vehicle
without a physical prototype
Car realized at least:
o Outer edge according to ECE-R26 (Economic
Commission for Europe): Checking exterior
area of radii and edges
Automotive Engineering: Virtual Certification („virtual TÜV
(Technical Control Board)“)
Image: Daimler
Test object for virtual
certification
Daimler
13
area of radii and edges
o Wheel covers according to EG 78/549:
Checking the coverage of the margins
o Label according to 70/222 EWG: Checking
the slope and the distance between license
plate and lane
o Use of auxiliary geometries, e.g. 100mm
sphere, 30 °-cone
Image: Daimler
Certification at Daimler
using a Powerwall

14. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Vehicle: Functional hedging
Documentation
Documentation in 3D-model
AR-annotations for mobile devices
Recording (digitizing) new knowledge by
mobile devices (camera recording, sensor data
Image: Fh-IPA
Demonstrator
„Service Tools“:
documentation in
interactive 3D-model
VP Vehicle
mobile devices (camera recording, sensor data
acquisition, etc.); filing for documentation and
sharing (such as knowledge management
systems and social media)
[types of knowledge in virtual environments:
position, structure, behaviour and procedural
knowledge]
Image: Volkswagen
Image: ProGlove
AR-based mobile
workshop information
system databrowser
Data glove for industrial
context with CPU,
display, scanner, sensors
(strain, temperature, etc.);
detection of manual
activities and radio
connection
14

15. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: ESI
Virtual inspection of
maintainability with
human model
Virtual Prototyping Vehicle: Functional hedging
Service – Maintainability, repairability:
Service Engineering: Checking accessibility
visually and manually
Inspection of the accessibility of assembly
groups, fasteners, lubrication points, etc.
VP Vehicle
Image: ESI
Checking serviceability
in front of Powerwall
groups, fasteners, lubrication points, etc.
o Visually
o Manually
o with respective tool
All variants testable
All perspectives and positions can be
considered
15
Image: Jaguar-Landrover
Checking accessibility
in CAVE

16. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: Visenso
Casting simulation:
cooling phase
Virtual Prototyping Vehicle: Functional hedging
Manufacturability:
Design of manufacturing processes: often a
complex spacial task
VR-application: Postprocessing of CFD or
FEM data
Simulative design of manufacturing
VP Vehicle
Image: Visenso
Deep drawing:
engine hood
Image: Fh-IPA
Coating simulation:
robot trajectory
Simulative design of manufacturing
processes
Analysis of alternative manufacturing process
configurations
16

17. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Vehicle: Functional hedging
Manufacturability - Mountability:
Virtual environments with collision detection
and slipping simulation are used in the
investigation of assembly and disassembly
For this purpose, the position and orientation
of a component which has to be installed/
Image: ESI
Mountability studies
in VR
VP Vehicle
Assembly examination
with two-handed
interaction in VR
of a component which has to be installed/
disassembled is specified with a spatial input
system
Examination assembly aids
Also use of geometry prototype (e.g. 3D print)
mounted on 1 or 2 haptic terminals (force
feedback)
Collision output acoustic, graphic or haptic
Image: Fh-IPK
Mountability studies with
3D-print and Force-
Feedback-System
17
Image: ESI

18. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: ESI
Virtual Prototyping Vehicle: Functional hedging
Manufacturability - Mountability:
Ensuring elastic component behavior
(assembly/ design): static and dynamic
Definition of 1D components (cables, hoses)
Mountability and checking of material
dependencies of existing elastic 1D-
Definition and
examination of cable
harness
VP Vehicle
dependencies of existing elastic 1D-
components
Assembly space analysis
o Length and
o Movement behavior
Physical real-time simulation
Desktop + Powerwall application
18
Image: Audi
Cable/ hose behavior
during assembly
Image: ESI
Virtual assembly check
tank in front of Powerwall

19. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: ESI
Virtual Prototyping Vehicle: Functional hedging
Manufacturability – Process ergonomics
(product immanent):
Comfort and accessibility analyses
Visibility analyses
Collision checks
Mountability
inspection with
3D human model
VP Vehicle
Virtual hedging of
assembly sequence with
ESI IC.IDO
Image: Audi
Image: ESI
Realistic motion simulation
Human models from anthropometry database
for statistical body shape sizing
Powerwall with flysticks
[but: accommodative conflict]
Use of Head Mounted Displays
Two-handed installation
and disassembly
examinations in front of
Powerwall with
2 flysticks without force
feedback
19

20. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Phase 4 – Detail planning
o Industrial safety
o Automation technology
o DMU integration
o Manufacturing processes
o Conveyor technology
Virtual Prototyping Manufacturing: Overview
Factory planning:
Types of projects:
o Factory replanning
o Extension
o Reorganisation of an existing factory
Phase 1 – Target definition
VP Manufacturing
o Conveyor technology
o Assembly planning
Phase 5 – Preparation implementation
Phase 6 – Monitoring implementation
Phase 7 – Ramp-up support
o Commissioning: Ramp-up
o Commissioning: Training
Phase 8 – Project completion
o Knowledge management
Phase 1 – Target definition
Phase 2 – Basics determination
o Inventory
Phase 3 – Concept planning
o Architecture/ media systems
o General construction
o Layout planning
o Material flow/ logistics
20

21. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Manufacturing: Basics determination
VP Manufacturing
Information acquisition and evaluation as
basis for the following plannings
Creation of the quantity structure for
following process simulation
In the case of replanning (Brown Field
projects): documentation and validation of
Image: Scantec 3D
Laser scan of a
complete plant
21
Image: metaio
Collision control with AR:
new vehicle (digitally
faded) in existing
infrastructure (real
background)
projects): documentation and validation of
current level of implementation (CAD plans,
3D-documentation, etc.) and target/ actual-
comparison for validation
Simulative feasibility studies for suitable
manufacturing processes (see VDC
Whitepaper “Virtual Reality in manufacturing
processes”)
Image: Scantec 3D
Mixed data processing:
laser scan (grey) and CAD
(colored) for prevention of
double occupancy of
assembly space

22. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Manufacturing: Concept planning
General construction: 3D- variant visualization
of general construction and factory building
Planning building infrastructure
Layout planning: dimensioning and structuring
of areas and warehouses (rough layout) in 2D/
3D with interactive planning desk: 2D-layout
Image: xxxxxxxImage: Fh-PA
Visualization general
construction
Daimler Rastatt
VP Manufacturing
3D with interactive planning desk: 2D-layout
on desk surface, 3D on wall; interactive cube
for positioning of objects (machines, etc.) on
desk
Hedging through material flow and logistics
simulation
Virtual walk through factory
Virtual factory walk
through
22
Image: VDC
Meeting for layout
planning at factory
planning desk
Image: Virtalis

23. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Conveyor technology
in body framing
assembly
Virtual Prototyping Manufacturing: Detail planning
Planning of conveyor, assembly and
automation technology with regard to
efficiency, safety and ergonomics
Virtual commissioning of geometric-logical
models
Process security through production simulation
Image: Fh-IPA
VP Manufacturing
Chipping production
systems: comparison of
process variants
Virtual workplace
planning with visTABLE®
Process security through production simulation
Industrial safety: Hedging with an interactive
3D model
Integration in factory DMUs
o Geometric integration
o Functional integration
o Procedural integration
Image: xxx
23
Image: Visenso
Image: PlaVis

24. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Manufacturing: Detail planning assembly
Virtual hedging of assembly sequences already in
early development phase by means of an
interactive 3D environment
Planning/ hedging assembly sequences with
regard to feasibility, efficiency, ergonomics
Illustrate manual assembly activities through
o 3D-human models or ego perspective (Motion
Image: Audi
Hedging of „Human
Factors“ during assembly
VP Manufacturing
Consideration of
assembly procedures in
the overall context
o 3D-human models or ego perspective (Motion
Capturing)
o Physical real-time simulation
Integration in the planning environment and
factory-DMUs (overall context: 3D-human
models, hall data, geometry of the assembly line)
o Geometric hedging incl. product variance
o Functional hedging in the overall context
24
Image: ESI
Determination of target
times by processing VR-
scene (assembly engine);
Entries appear
automatically in left table
Image: Altran

25. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Manufacturing: Monitoring implementation
Image: Scantec 3D
VP Manufacturing
Extracted 3D-model
from laser scan of a
transformer station
Coordination, control and
documentation of implementation
VR for target/ actual-comparison of
implemented status by means of mixed
data processing (laser scans vs. 3D-
construction)
25
Image: RE'FLEKT
Image: TU
München
AR-planning in existing
plant:
conveyor technology
AR-based
planning
of new
objects in
existing
system
construction)
Augmented Reality (fading target-
planning and current status)
Targets:
o Quality control
o Project control
(e.g. billing of performed work)

26. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Manufacturing: Ramp-up support
VP Manufacturing
Commissioning: Virtual Ramp-Up
Virtual design of sensors, actuators
Avoidance of collisions, deadlocks
Hardware-in-the-loop simulations
Transmission of control code (offline
programming) to physical plants
Image: Fh-IPA
Hardware-in-the-loop:
physical control vs.
virtual model
26
programming) to physical plants
Shortening the ramp-up time by simulation-
based preliminary tests with simultaneously
improved level of planning maturity of
robotics and automation systems
Commissioning: Training
[see slide „Training production“]
Image: RIF
3D-model of a
automated assembly line
Image: ESI
Operating safety and
handling can be
inspected early due to
digital model

27. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Prototyping Manufacturing: Project completion
Evaluation of the past project and securing the
gained knowledge
Backing up 3D geometry data from phase 2 (basic
determination) and phase 6 (implementation
monitoring)
Backing up factory DMU model and all simulation
Image: VRMMP
Position and meaning of
a display
VP Manufacturing
Backing up factory DMU model and all simulation
models from phase 4 (detail planning)
Backing up 3D knowledge management system
from phase 7 (ramp-up support)
4 types of knowledge in virtual environments:
position, structure, behavior, procedural
knowledge
4 opportunities for learning in virtual
environments:
spatial, conceptual, motoric, procedural learning
27
Image: Fh-IPA
Image: VRMMP
Functionality of a process
Integral, total 3D-model
consisting of layout,
conveyor technology and
robotics

28. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Training – Manufacturing/ Production
Training of work sequences for workers or
service staff
Realistic mapping in real-time and use of
immersion
Critical building situations
Visual disabilities/ restrictions
Training
Virtual Assembly Training
Image: ESI
Image: Haption
Image: Inria
Assembly training in
CAVE
PSA Peugeot Citroën
Prototype for training of
applying adhesive for
pane assembly
Visual disabilities/ restrictions
Also in advance
Generally in case of non-availability of product,
variant, resource
Harmless (for human and machine)
Possibly cheaper
28

29. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Virtual Service Review
Daimler-VRSC, Brühl
Training – Maintenance/ Repair
Processes, process knowledge, dangers of
damage
Learning concepts: demonstrate - accompany –
examine
Resource/ tool applications
Image: Daimler
Training
Tactile supported training
Image: Haption
Instructions in
interactive environment
All variations
All perspectives
[Animated] AR projection (hidden installations
on real vehicle)
Image: xxx
29
Image: Altran

30. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Production: Assistance systems
Right positioned process annotations using AR
o Smart Glasses, Tablet-PCs
Display of work sequences, tools,
acknowledgment of correct actions
o Smart Glasses, Smart Watches
LASER-projection
AR-view on disassembly
scenario: assembly units
and toolsImage: BMW/Arvika
Training
Smartwatch in use
BMW assembly process
LASER-projection
o Position information for assembly and
production
o If necessary, process information
Image: xxx
30
Image: TU München
Image: BMW Group
Editing and display of
robot path on
component (LASER)

31. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Production: Quality assurance and documentation
Comparison target/ actual, possibly correction
or adjustment of follow-up process
Acquisition and documentation of the actual
state of implementation (digitization, reverse
engineering)
Example of coordinate measuring arm:
AR superimposition
digital component and
real vehicle; tracked
camera on measuring
arm, display on screen
Image: Daimler
Training
Digital component and
digital comparison with
target geometry
Example of coordinate measuring arm:
o Capture small to medium sized 3D parts
o Precise, reliable, portable, easy to use
(manual), 7-axis measuring system
For larger components:
o Optical scanner
Image: xxx
31
Image: Altran
Image: metaio
AR inspection of welding
studs (blue): realised as
planned (yellow)?
coordinate-
measuring
arm
optical
scanner
Image: Altran

32. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Marketing: Virtual techniques in marketing process: 5 steps
1. Market and environmental analysis
Competitive analysis: Benchmarks
Customer analysis
Virtual Store
Tests Presentations
Customer dialogue
3. Strategy definition
Virtual engineering in product development
Customer integration with VR
4. Marketing-Mix
Variant development
3D and VR for print, web,
VT Marketing
32
2. Target definition
Order hedging and
mass customization
Creativity support
Customer integration with VR
Overcoming digital gap
High-tech image
3D and VR for print, web,
point-of-sales, digital signage
in communication
Virtual sell-in, virtual training and
virtual store in distribution
5. Marketing mapping
Virtual store/ test/ training for verifying
target achievement

33. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Photorealistic
visualization of interior
variant
Marketing: Market and environmental analysis
Variant comparisons prior to the creation of
physical, haptic prototypes (thinning variants)
Virtual benchmarks: comparison of own (still
virtual) designs with competitive products
Product tests and acceptance tests on the basis
of virtual prototypes: gaze analyses, dialogue,
Image: Wurzel-Medien
VT Marketing
Gaze analyses:
stereo-3D-glasses with
integrated eye tracking
Modern 3D configurators
rely on variant
management systems
that can manage product
diversity with a huge
combinatorics.
of virtual prototypes: gaze analyses, dialogue,
recording critique and suggestions
Secret tests of new products, hidden from
competitors, failed approaches remain
confidential
Virtual customer dialogue via 3D web
platforms or virtual worlds
Statistical evaluation of preferences using 3D
configurators
Image: 3D Excite
Image: xxx
33
Image: SensoMotoric Instruments

34. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: ESI
Marketing: Target definition
The achievement of goals in marketing is
measured on the basis of so-called target
indicators
o Indicator customer satisfaction
o Indicator innovation capability
VT Marketing
Increase of customer
orientation and customer
satisfaction: virtual
comfort examinations for
passengers: does the
product fulfill the
requirements of the
market?
Image: Fh-IPK
Innovation capability:
creative working
environment in the form
of VR-based sketches
Image: xxx
o Indicator customer orientation
o Indicator engagement/ satisfaction employees
o Indicator image
Question: contribution of virtual techniques to
target indicators?
34
Image: ESI
Increase of employee
satisfaction: integration
of employees in
development process

35. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Marketing: Strategy definition
Strategy „superior, attractive products“
Offer impeccable products designed for their
complete life cycle: massive frontloading
Desired products of the customer
Minimization of product recalls
Strategy „superior, efficient processes“
VR/ AR based fast and secure product development
Image: Rapex
Product recalls of
respective product group
in the European Union
VT Marketing
Feasibility studies
using a virtual
prototype
Customer dialogue using
a 3D configurator
VR/ AR based fast and secure product development
that takes all relevant aspects into account
Strategy “superior, customer relations”
Preparation of the offer jointly with the customer
Inclusion of all wishes
Immediate statements on feasibility, price, delivery
time, ...
Integrated solutions: initial configuration at home,
detailing on site
Image: xxx
Image: xxx
35
Image: ESI
Image: 3DExcite

36. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: metaio
AR stage show:
explanation of chassis
components using AR
Marketing: Marketing-Mix
Product policy:
Pursuit objectives of virtual engineering
Further pursuit of promising product variants
in development
Communication:
Supply of print, web, PoS, digital signage,
VT Marketing
Platform-independent
3D-configurator
FordImage: 3DExcite
Image: 3DExcite
Audi Digital Showroom
in London
Supply of print, web, PoS, digital signage,
trade fair presence with 3D data for:
(interactive, animated, custom, multimodal)
presentation
Reduction of time-to-campaign
Reduction of costs for cross media content
Distribution:
Sales support with virtual techniques (e.g.
configuration, immersion)
36

37. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: Visenso
Design car dealership –
interior view
Marketing control: Target achievement of marketing instruments
Virtual Store:
virtual tests packaging, sales support, store
design
Virtual Test:
product acceptance test based on virtual
VT Marketing
Image: HLRS
Hybrid driving simulator
(with virtual dashboard)
Image: Zone2Connect
3D training environment
for sales staff
product acceptance test based on virtual
prototypes
Virtual Training:
success monitoring of active person
training/ test environments
37

38. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Trends: Head Mounted Displays (HMDs)
Miniaturization, increase in precision, price erosion
Hardware support
o Reduction of eye strain effects of the display
o HMD-adjusted render pipelines (e.g. Nvidia
GameWorks VR)
Further development of tracking and integration into
HMD systems, e.g. 9DOF IMUs, external cameras,
Image: xxxxxxx
xxx
Image: Oculus
Comparison
low persistence -
full persistence
Trends
HMD systems, e.g. 9DOF IMUs, external cameras,
imaging depth cameras, hybrid approaches
Integration of imaging depth sensors for interaction
and self-perception
HMD integrated eye tracking solutions
(e.g.FOVE VR Headset)
New display technologies:
o Virtual Retinal Displays (VRDs)
o Lightfield technology (plenoptic)
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Image: Nvidia
Multi resolution
shading
Image: FOVE

39. VP Vehicle VT Marketing TrendsEnvironment VP Manufacturing Training
Image: 3DExcite
Projection seat design
and content
entertainment system
on white geometry
model
Trends
Increased use of HMDs in ergonomic and
constructibility studies
Increased use of immersive design
techniques (see VP vehicle)
Trend towards virtual certification: ABE
based on virtual prototypes
Trends
Tele support with AR:
Operator in head office
receives view of the
based on virtual prototypes
Mixed Augmented Reality: combination of
projection AR and physical prototyping
(clay model, 3D printing)
Mobile Augmented Reality and Industrie
4.0: Teleservice/ teleoperations, wearables,
re-digitization of geometry data from
production for quality assurance, target/
actual comparisons, etc.
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receives view of the
worker and his problem
definition.
Worker receives
instructions from the
operator with correct
assignment.Image: RE'FLEKT
Image: Testia
Projection of data
for inspection

40. VDC-members regarding this topic:
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41. Thank you very much for your interest!
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