VR auto design: The future of digital and collaborative vehicle design

• Author:
• Author name

  Quantumrun Foresight
• July 15, 2022

Insight summary

Vehicle manufacturers are transforming car design with virtual reality (VR), speeding up the creation of new models and enhancing the overall design process. This shift allows for more rapid adaptation to consumer preferences and a more immersive design experience, merging principles of empathy, collaboration, and visualization. The widespread use of VR in the automotive sector promises more personalized vehicles, safer cars, and a significant reduction in environmental impact due to decreased physical prototyping.

VR auto design context

Vehicle manufacturers have been investing significantly in technology for several years, and these investments have shown considerable benefits during and after the COVID-19 pandemic. The integration of remote working technologies and VR systems has transformed the way manufacturers approach the design and creation of new vehicle models. This technological shift has led to a notable acceleration in the development process, enabling manufacturers to bring new models to market more rapidly than was previously possible.

In the US, automotive giants like Ford and General Motors (GM) have been pioneers in adopting VR technologies for vehicle design. As early as 2019, Ford began utilizing the Gravity Sketch computer software platform, which includes 3D goggles and controllers. This innovative tool allows designers to bypass traditional two-dimensional design stages and proceed directly to creating three-dimensional models. The VR system empowers designers to sketch and examine prototypes from every angle, place a virtual driver in the vehicle, and even simulate sitting inside the vehicle to evaluate cabin features.

GM has reported significant reductions in the time required to design and produce new models, citing the development of their 2022 sports utility truck, the GMC Hummer EV, as a prime example. The company achieved the design and production of this model in just two and a half years, a significant decrease from the typical industry timeline of five to seven years. GM attributes this efficiency to the use of VR in their design process, which not only enhances the creative capabilities of their teams but also supports continued remote work following the pandemic. 

Disruptive impact

The integration of VR technology in vehicle design aligns seamlessly with the four fundamental design principles, offering a transformative approach for the automotive industry. Empathy, the first principle, is greatly enhanced through VR. Designers can create life-sized vehicle sketches, allowing them to experience and evaluate the design from the perspective of potential customers. This immersive experience provides an accurate sense of how a vehicle would feel to drive, ensuring that the design aligns closely with customer expectations and needs.

Iteration, the process of trial and error in design, becomes more efficient and less resource-intensive with VR technology. Design teams can create and modify three-dimensional prototypes with reduced physical and energy requirements. This capability enables simultaneous reviews by multiple teams, significantly reducing development costs and time. The ability to rapidly iterate designs in a virtual space allows for a more dynamic and responsive design process, leading to improved vehicle models that better meet market demands.

Finally, the principles of collaboration and visualization are revolutionized by VR in vehicle design. Tools like VR CAVE (Cave Automatic Virtual Environment) bridge the gap between design and engineering teams, facilitating real-time reviews and tests of prototypes. This collaborative environment fosters a more integrated approach to vehicle development, ensuring that both design and functionality aspects are considered concurrently. Moreover, realistic vehicle renderings in VR are crucial for identifying flaws, risks, and areas for improvement, making visualization a critical component of the design process. This enhanced visualization capability leads to more refined and safer vehicle models.

Implications of applying VR vehicle design 

Wider implications of VR being used within the car design profession may include:

• A notable increase in the number of new car models released annually, as VR enables teams to collaborate in real time, reducing both the time for approvals and evaluations and the overall development costs.
• Enhanced profitability for auto manufacturers, as they can quickly adapt vehicle designs to meet rapidly changing consumer preferences, responding more effectively to market demands.
• Widespread adoption of VR across the automotive industry's value chain, from parts manufacturers to local car sales centers, enhancing efficiency and customer engagement at multiple levels.
• A growing trend of remote work for design and engineering teams in the automotive sector, facilitated by advanced VR systems and virtual testing, which allows for a more flexible and efficient workflow.
• An increase in the gamification of the driving and passenger experience, as more vehicles begin to incorporate VR features, leading to a more interactive and engaging user experience.
• Enhanced public safety due to more rigorous and comprehensive virtual testing of vehicles, leading to the development of safer and more reliable cars.
• Governments and regulatory bodies adapting policies and standards to accommodate the rapid technological changes in the automotive industry, particularly concerning safety and environmental impacts.
• A potential shift in labor demands within the automotive sector, with a greater need for VR specialists and reduced demand for traditional design and prototype manufacturing roles.
• An increase in consumer expectations for personalized vehicle options, as manufacturers gain the ability to rapidly prototype and customize car designs.
• A positive impact on the environment as VR leads to reduced physical prototyping, lowering the carbon footprint and waste associated with vehicle design and testing.

Questions to consider

• How else do you think VR can change the way cars are made and used?
• Would you be willing to try VR dashboards and infotainment features in your vehicle?