Blending technology and automotive prowess, Porsche has embraced mixed reality (MR) to revolutionize its product presentations and technical briefings. This approach was most recently showcased in a Technology Workshop focusing on the new all-electric Macan, marking a significant shift from conventional presentation methods for the automaker.
The workshop scene, reminiscent of a futuristic movie set, featured groups of engineers and journalists, equipped with the latest Meta Quest 3 headsets, interacting with virtual elements in a 3D environment. This immersive experience is a far cry from traditional media events where attendees passively observed PowerPoint slides and other static expressions of new vehicles.
Porsche’s journey towards immersive technology began with the Taycan AR Event App, utilizing augmented reality (AR) through an iPhone to explore the car’s engineering. Since then, several years have passed and the current MR technology takes the experience to a new level, allowing users to navigate a virtual environment, interact with objects and connect with remote participants worldwide.
A key advantage of MR over virtual reality (VR) is the blend of virtual elements with the real world. Users wearing headsets with pass-through viewing can see their surroundings clearly enough to write notes or use a phone, providing a grounded experience.
The flexibility of 3D models in MR enhances understanding by allowing viewers to explore different angles and perspectives. “The storyline of the content works like a traditional presentation,” shared a Porsche engineer. “You’re standing within the presentation, surrounded by it.”
Porsche shared that it plans to expand its use of MR for hosting telepresence events, enhancing immersion with complex models and animations and enabling more physical interaction with virtual assets — marking the beginning of a new era for the brand.
