VR test drive with Ford

Ford wants to make it possible to experience future test drives with virtual reality. "In future, someone who wants to buy a Ford SUV will be able to test drive the corresponding model series, for example.
test drive virtually in the desert without having to leave your own home," says Jeffrey Nowak, Global Digital Experience Chief at Ford. "Realistic impressions of the characteristics of a
Thanks to VR, vehicles can be conveyed almost anywhere, be it at the car dealership in the showroom or at home in your pyjamas before going to bed in the evening."

With the VR experience, the customer already has a clear idea of the desired product before visiting the car dealer, says Ford. In the future, it is conceivable that even the specific odour of the vehicle interior will be part of the virtual reality tour of a car. Ford says it is researching the potential of a range of advanced VR technologies. This includes the integration of digital Hologramsthat could make it possible to interact with products even more conveniently within the next decade. VR should therefore help with purchasing decisions.

Jeffrey Nowak adds: "One day, we want to be able to simulate every model the customer wants, from the exterior colour to the exact interior. At the end of the process, we will have customised products based on the virtual customer experience. There are no technical limits in terms of the level of detail, the possibilities are almost endless." Ford is already using VR in vehicle development. Modern simulation technology enables designers and engineers to fully simulate the cockpit of a new model series, for example, without the need for a physically existing prototype.

Source: Press release