As the manufacturer of some of the world’s most sophisticated cars, as well as a champion in the world of motorsports, Mercedes-Benz is no slouch when it comes to cutting-edge technology.
However, there is one area of technology where the German carmaker has been particularly enthusiastic in recent years, and that’s the field of virtual reality and augmented reality (VR/ AR) – sometimes collectively referred to as extended reality (XR).
These two technologies are closely related, but where they differ is that VR places the user inside an entirely computer-generated world, whereas AR superimposes computer graphics over the wearer’s view of the real world.
Both have proven popular with carmakers for a variety of applications, connected with marketing, engineering, and customer experience. However, Mercedes-Benz has found many innovative ways to put them to work.
Here’s an overview of some of the most interesting applications and how they play a key part in the prestigious car manufacturer’s digital transformation strategy.