Porsche is actively exploring and incorporating the metaverse, this time with an emphasis on mixed reality (MR).
During a recent Technology Workshop centered around the new all-electric Macan, groups of engineers and media used Meta’s Quest 3 VR headsets to explore and engage with the model in a more immersive way.
This experience served as both evidence and inspiration for Porsche to contemplate the integration of MR, addressing challenges posed by traditional methods. In a blog post, Porsche highlighted the potential of MR to replace mundane traditional presentations, offering users the ability to wear VR headsets, interact with virtual objects, and connect globally.
While some may resist complete immersion into a virtual world, MR retains similar features while allowing users to “stay grounded.”
The incorporation of MR could revolutionize model exploration by providing different angles and perspectives, offering a more comprehensive understanding compared to static images. It could also enable the isolation of specific parts or a switch to an exploded model view, revealing hidden components.
Recognizing the evolving landscape of virtual technologies and their appeal to consumers, especially among new generations, Porsche expressed its ambition to leverage MR’s potential to enhance presentation experiences. A recent survey revealed that 56% of Gen Z respondents are more likely to consider purchasing a car if they can experience it virtually beforehand.
This consumer-focused reflection follows a November 2023 announcement where Porsche detailed plans to use the metaverse to revolutionize car design, allowing interior designers to create and test various options in virtual environments.
These considerations align with Porsche’s ongoing commitment to embracing new technologies, exemplified by initiatives involving non-fungible tokens (NFTs). Having previously celebrated its 70th anniversary with NFT digital art pieces featuring the Taycan Turbo, Porsche has more recently introduced a new NFT initiative allowing holders to actively participate in the final design of their personalized digital artworks.