© Innovate Labs Pvt. Ltd. IMMERSIVE TECHNOLOGIES ARE TRANSFORMING THE INDIAN AUTOMOTIVE SECTOR EVOLUTION OF AUTOMOTIVE SECTOR CHANGING CONSUMER BEHAVIOR AND BUYING PATTERN CHALLENGES FOR AUTOMOTIVE OEMS TABLE OF CONTENTS © Innovate Labs Pvt. Ltd. IMMERSIVE TECHNOLOGY SOLUTIONS FOR AUTOMOTIVE INDUSTRY USE CASES OF IMMERSIVE TECHNOLOGIES IN THE AUTOMOTIVE INDUSTRY SUMMARY © Innovate Labs Pvt. Ltd. EVOLUTION OF AUTOMOTIVE SECTOR Much is being spoken and written about Metaverse and it’s applications in the automotive sector, albeit, predominantly in the customer engagement space. Augmented Reality / Virtual Reality can disrupt the conven- tional methods of automotive design and development and can significantly shrink the overall product development life cycle, which is the immediate need of the industry given the evolving customer expectations However, the applications of immersive technologies have far-reaching impact and benefits throughout the automo- tive design, development, production, marketing and con- sumer engagement cycles. © Innovate Labs Pvt. Ltd. Immersive Technologies Are Transforming The Indian Automotive Sector CHANGING CONSUMER BEHAVIOR AND BUYING PATTERN Back in 1980’s-90’s, vehicle purchase for Indians used to be a significant event with significant family & emotional involvement. The vehicle was cherished as an asset lasting an average of 10-12 years and in many cases also passed down over generations. Due to access to internet, easy financing options along with growing social circles, today’s consum- ers are not treating vehicle just as a mode of transport, but as a lifestyle choice that reflects their personality and social status. Hence, they spend considerable time researching about the options available online, demand more features and are ready to look beyond the traditional brands. Also, they are changing their vehicles faster, within 4-5 years for non-luxury segment and within 2-3 years for the luxury segment. But over the last 2-3 decades, the Indian automo- tive industry has witnessed huge changes in con- sumer behavior. The vehicle buyers in India are getting younger, over half of India’s population today is under the age of 30, and the increase in their buying power is allowing them to purchase vehicles early in their careers compared to their parents. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. CHALLENGES FOR AUTOMOTIVE OEMS Also, the added safety and environmental regula- tions have further increased the complexity of automotive design cycles. Thus, the industry is pushed to look and explore newer, faster, and more efficient ways of reducing design cost and turnaround times. The last disruptions in the design process came in late 90’s which led to the transition from drawing boards to digital design (CAD) and physical test- ing to digital prototyping (CAE & 3D printing). These helped in shrinking the cost and timelines of a new vehicle development cycles from 4-5 years to 18-24 months, but digitalization has reached its saturation point and for further improvements, the industry now needs to look for the next disruptive solutions and technology. Today an automotive OEM in India, on an average invests in building 2-3 clay prototypes, a practice that is has been prevalent since the birth of auto- motive industry, just to finalize the styling and visu- alize the vehicle in 1:1 scale before releasing for engineering. Post engineering release of the final design, 3-5 prototypes are built again for various testing including ergonomics, visibility, design for assem- bly, design for manufacturing, user feel and experi- ence. But at this stage the design is almost released and very few changes are possible and any changes that are undertaken costs cascad- ing impact on the costs and final launch dead- lines. But being a cost intensive and the second most complex supply chain process after the consumer electronics industry, comprising of over 25000 components from electronic to digital technolo- gies that depend on various suppliers around the world, introducing new features every 12 months is a big challenge for the vehicle manufacturers. Therefore, to satisfy the evolved consumer of today and keep their brand loyalty, the automotive OEMs are now required to introduce a facelift each year and do a major product release every 2-3 years. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. The market for prototyping in India alone is conservatively estimated at over 500 Crores per annum and is expected to grow significantly in the next 5-7 years. Each protype initial validation is a significant investment and takes several weeks/months to build. These steps, though necessary, add to the overall costs and time to market, and present an opportunity to be relooked at in order to meet growing customer needs. CHALLENGES FOR AUTOMOTIVE OEMS Given the large market size of the automotive industry, opportunity of growth along with some real challenges to solve related to cost and effi- ciencies, immersive technology companies like Innovates labs have taken the steps in developing unique solutions, leveraging the power of XR, to help the automotive industry at multiple fronts Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. One unique and first of its kind AR based solution developed by Innovate labs for the automotive industry is "Design Xperience Suite". It has been designed to seamlessly integrate within the exist- ing design process of any OEM and impact the early design cycle to help reduce design issues and errors in the early stage of the development along with delivering other direct and indirect benefits to both OEMs. IMMERSIVE TECHNOLOGY SOLUTIONS FOR AUTOMOTIVE INDUSTRY The applications of immersive technologies have great potential and immersive media such as Augmented Reality / Virtual Reality, are disrupting the conventional methods of automotive produc- tion life cycle and helping OEMs in reducing costs while bringing more efficiencies to the process. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. © Innovate Labs Pvt. Ltd. SOME USE CASES OF IMMERSIVE TECHNOLOGIES IN THE AUTOMOTIVE INDUSTRY USE CASE 1: IMPROVING DESIGNING PROCESS Immersive Technologies Are Transforming The Indian Automotive Sector Further, AR technology allows CAD designers to superimpose 3D CAD data on physical vehi- cle/equipment to validate the ergonomic which significantly reduces the need for building multi- ple prototypes and clay models in turn reducing the dependency of OEMs on the overseas proto- type makers and positively impacting the econo- my of the nation. Using the power of immersive media, CAD designers can deploy 3D designs with ease on smartphones or AR VR headsets and perform quick design reviews. © Innovate Labs Pvt. Ltd. USE CASE 2: PROMOTING TEAM COLLABORATION Talking about customer centricity, with immersive technology solutions designers can validate the feel, ergonomics, look, etc. during the digital design phase and hence take real-life feedback from real consumers. Hence reducing timelines and improving the quality of the final product. Immersive reality enables different teams, engi- neering, design all the way up to management, from different locations to collaborate, visualize and test specific components or do a in depth review the full vehicle in real time through tech- niques such as spatial computing, digital holo- graphic interactions, rendering abilities etc. once again impacting the overall costs and design cycle times significantly. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. USE CASE 3: BOOSTING TECHNICIAN KNOWLEDGE Step by step visual guides can help workshop technical personnel in specific assembly/mainte- nance tasks without needing access to vehicle or physical equipment. Leveraging basic AR com- patible smartphones, the technicians can access the training material and accustom themselves with new processes, at their own convenience which can improve employee motivation while increasing their on-the-job effectiveness. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. USE CASE 4: ENHANCING WORKPLACE SAFETY From a workshop safety standpoint, AR based fire safety training modules can assist capture and replicate the actual layout and equipment at the worksite along with providing guidance in locating of fire extinguishers/fire alarms etc. Technologies like spatial audio and time-based visibility can further help in replicating real life conditions and in improving reaction time in panic situations. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. USE CASE 5: REDUCING CARBON FOOTPRINTS In addition to all the above features and direct benefits to OEMs, immersive technologies help reduce the use of clay, chemicals, plastic, metal, and other natural resource in building initial styling models and hence significantly reduce the carbon footprints and making the designing and development process of automobiles more envi- ronment friendly. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. SUMMARY Immersive technologies solutions have been catching steam for the last few years and from being traditionally used by organizations for entertainment and customer engagement pur- pose, now technology start-up like Innovate labs are offering unique and easy to adopt AR VR solutions to solve some key issues and challeng- es faced by industries such as automotive, architecture, FMCG and more. In this fast-moving electrified and digitalized world, customers are expecting a lot of person- alization and customization to the products and hence with the plethora of benefits offered by AR VR solutions like Design Xperience Suite, it is safe to expect that in the next 5-8 years the industry will go through major disruptions and most of the automobile manufacturers in India will have these technologies baked into the product life- cycle from designing, manufacturing, testing, to training, and selling. While it may feel that the adoption of these new technologies in the Indian automobile sector is still at its infancy stage with few key players leveraging them to their advantage. But post-pandemic the industry has opened itself to learning, evolving, adapting, and collaborating with software companies to build solutions lever- aging AR (Augmented Reality), VR (Virtual Reality), and MR (Mixed Reality) technologies. Immersive Technologies Are Transforming The Indian Automotive Sector © Innovate Labs Pvt. Ltd. ABOUT US Immersive Technologies Are Transforming The Indian Automotive Sector At Innovate Labs, we believe that innovation is not just limited in context of technology, but should be experienced in everything we do. Therefore, we challenge the status quo every day, from client engagement to talent acquisition, from digital twins to digital enterprise and everything in between. Combining our passion for challenging the normal and deep expertise in digital engineer- ing, we offer unique perspective on how technolo- gy can solve your business needs & challenges. Innovate Labs is a disruptive technology startup in the immersive reality space. We leverage virtual, augmented and extended reality to solve some of the most challenging Business requirements in the Industry. We work towards simplifying the adoption of immersive technologies and work with our customers in identifying the right tools, build relevant use cases and help in roll out, imple- mentation and large scale deployment of Virtual Reality, Augmented Reality and Mixed Reality applications. CONTACT US 428, Suncity Success Tower, Sector 65, Gurugram, Haryana, India www.innovate-labs.com info@innovate-labs.com +91-124-4477386 © Innovate Labs Pvt. Ltd.