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1、AUTOMOTIVE IMMERSIVE ENGINEERINGCONTENTSKEY FINDINGS.1STATE OF THE EXTENDED REALITY MARKET:SCALE AND GROWTH AREAS.1XR HARDWARE DIFFERENTIATORS.2AUTOMOTIVE TRENDS:SUPPLY CHAIN COMPLEXITY AND RETIRING WORKFORCE.3MARKET PAIN POINTS AND SOLUTIONS.4PAIN POINTS.4SOLUTIONS.5MIXED REALITY CAPABILITIES,APPLI

2、CATIONS,AND USE CASES.6KEY XR CAPABILITIES FOR AUTOMOTIVE:COLLABORATION,REVIEW,AND CREATION.6END USERS.6CASE STUDY:BAC.7RECOMMENDATIONS AND CONCLUSIONS.8ADOPTION BEST PRACTICES.8KEY TIMELINES.8AUTOMOTIVE IMMERSIVE ENGINEERINGMatilda Beinat,Research AnalystKEY FINDINGSSTATE OF THE EXTENDED REALITY MA

3、RKET:SCALE AND GROWTH AREASABI Research values the total market for connected cars at US$38.5 billion,reaching US$52.9 billion in 2030.Connected car hardware revenue reached US$15.3 billion in 2024,while services revenue reached US$26.8 billion in 2024.Within this market,Extended Reality(XR)usage in

4、 the transportation and automotive sector is expected to see an increase in revenue from US$290 million in 2024,reaching US$2.9 billion in 2030.Some key reasons for this increase in revenue are due to a noticeable shift in Electric Vehicles(EVs),as well as rapidly increasing product complexity and c

5、ustomer customization.For EVs at the moment,BYD and Tesla are key drivers for vehicle electrification.Governments worldwide are also encouraging this adoption through subsidies and stricter emissions regulations.The improved range of EVs is also making them more appealing to consumers.Increasing cus

6、tomizability,parts lists,material needs,and overall portfolio complexity is growing for both EVs and Internal Combustion Engine(ICE)vehicles.AUTOMOTIVE IMMERSIVE ENGINEERINGXR is an umbrella term that includes Augmented Reality(AR),Mixed Reality(MR),and Virtual Reality(VR),increasing by magnitude of

7、 immersivity,respectively.ABI Research has seen greater adoption of AR and MR compared to VR in enterprises,although VR adoption is quickening.Industries such as healthcare,manufacturing,automotive,and education have been adopting a variety of XR software and services,especially for high-value use c

8、ases like training and remote assistance purposes.Those dealing with high product and workflow complexity,especially automotive and manufacturing,are quicker to adopt XR.Technological advancements,supply chain resilience post-COVID-19 pandemic,and digital transformations such as XR adoption,are impr

9、oving the manufacturing and engineering processes in the automotive sector significantly.Specifically,VR has proven valuable in several key use cases,such as training,collaboration,and data visualization.There is enhanced training and education possible with XR due to immersive environments.This all

10、ows for improved data retention,which decreases mistakes encountered due to passive learning on the job.Virtual simulations,manufacturing processes,and accurate data visualization have been key in the enterprise XR market.Chart 1:Virtual Reality Head-Mounted Displays Revenue by Top Verticals in the

11、XR Market World Markets:2021 to 2030(Source:ABI Research)XR HARDWARE DIFFERENTIATORSAugmented Reality versus Virtual RealityIn the spectrum of XR,AR is the overlay of digital information onto the real world,minimally occluding the field of vision.Input methods for AR include gesture controls,voice c

12、ommands,and haptic feedback.AR smart glasses are tailored to be lightweight and hands-free form factors,allowing frontline workers and designers to visualize products and items in real time comfortably and accurately.2024 ABI Research The material contained herein is for the individual use of the pu

13、rchasing Licensee and may not be distributed to any other person or entity by such Licensee including,without limitation,to persons within the same corporate or other entity as such Licensee,without the express written permission of Licensor.4 CR-SIEGY-134:AUTOMOTIVE IMMERSIVE ENGINEERING XR HARDWAR

14、E DIFFERENTIATORS Augmented Reality versus Virtual Reality In the spectrum of XR,AR is the overlay of digital information onto the real world,minimally occluding the field of vision.Input methods for AR include gesture controls,voice commands,and haptic feedback.AR smart glasses are tailored to be l

15、ightweight and hands-free form factors,allowing frontline workers and designers to visualize products and items in real time comfortably and accurately.VR is on the opposite end of the XR spectrum,providing a fully-immersive environment,often used for detailed design reviews,virtual prototyping,educ

16、ation,and immersive training simulations.VR hardware differentiates itself with its high-resolution displays,advanced motion tracking,and the option of either controllers or hands-free usage.AR and VR as form factors have very different use cases,each evolving the workstation and workflow significan

17、tly.It is important to note that XRs adoption is meant to enhance the mode of work,rather than revolutionize and alter each method of working.It is not necessary to be working in an immersive environment consistently throughout the day.As form factors develop,the use of AR and VR may become more com

18、mon within the workplace.AUTOMOTIVE TRENDS:SUPPLY CHAIN COMPLEXITY AND RETIRING WORKFORCE The automotive industry is facing significant challenges related to supply chain complexity and an aging workforce.A major shift toward vertical integration is underway as automakers -1 2 3 4 5 6202120222023202

19、4202520262027202820292030(US$Billions)HealthcareAEC&Real EstateTransportation&AutomotiveEducationManufacturing&CPGAUTOMOTIVE IMMERSIVE ENGINEERINGVR is on the opposite end of the XR spectrum,providing a fully-immersive environment,often used for detailed design reviews,virtual prototyping,education,

20、and immersive training simulations.VR hardware differentiates itself with its high-resolution displays,advanced motion tracking,and the option of either controllers or hands-free usage.AR and VR as form factors have very different use cases,each evolving the workstation and workflow significantly.It

21、 is important to note that XRs adoption is meant to enhance the mode of work,rather than revolutionize and alter each method of working.It is not necessary to be working in an immersive environment consistently throughout the day.As form factors develop,the use of AR and VR may become more common wi

22、thin the workplace.AUTOMOTIVE TRENDS:SUPPLY CHAIN COMPLEXITY AND RETIRING WORKFORCEThe automotive industry is facing significant challenges related to supply chain complexity and an aging workforce.A major shift toward vertical integration is underway as automakers increasingly bring software develo

23、pment in-house or collaborate closely with Tier One suppliers.This shift is driven by the rise of Software-Defined Vehicles(SDVs)and relying on external software components,which has proven problematic due to a lack of transparency.The failure of Volkswagens(VW)CARIAD software initiative highlights

24、the difficulties that Original Equipment Manufacturers(OEMs)face in transforming into software-centric companies.OEMs have ambitious targets regarding software revenue,which requires enhanced capabilities,more data acquisition,and a highly skilled workforce.Electrification of vehicles is further com

25、plicating the supply chain.As EVs replace traditional ICE vehicles,many old components are no longer needed.However,automakers cannot simply discard the expertise tied to these components.This situation has led to increased vertical integration as companies try to adapt to the new landscape.Autonomo

26、us driving technology also requires automakers to find ways to monetize the vast amounts of data generated,adding another layer of complexity.The semiconductor shortage has exposed vulnerabilities in the supply chain,pushing OEMs to demand greater transparency and resilience from their suppliers.As

27、the value of vehicles shifts increasingly to batteries and software,automakers must secure reliable sources for these critical components.To address the impending retirement of experienced workers,automakers are increasingly outsourcing tasks and collaborating on open-source projects.This approach h

28、elps them attract younger talent and bring new skills into the industry,which is essential for navigating the technological changes ahead.AUTOMOTIVE IMMERSIVE ENGINEERINGMARKET PAIN POINTS AND SOLUTIONSPAIN POINTSSupply Chain and Product ComplexityEV demands in 2023 and 2024,especially in Europe,dec

29、reased due to the European automotive industry being unable to build competitively on price with its ICEs.While this is true,it is expected that demand for EVs and SDVs will increase,climbing from 13.5 million in 2023 to 80.2 million in 2035 at a Compound Annual Growth Rate(CAGR)of 15.9%.Managing th

30、e high demand of EVs and SDVs can cause problems for ensuring high product quality.Furthermore,regulatory requirements will be increasingly difficult to meet.While EVs and SDVs will require fewer components,the raw materials that are required for EV batteries,such as lithium,cobalt,and nickel,are ex

31、periencing a shortage,simply due to the high demand of EVs,as well as the environmental concerns about the mining methods for these materials.Retiring Workforce and Loss of ExpertiseWith talent shortages and high vacancy rates across the automotive industry,an effort to adopt new strategies is requi

32、red to help the aftermarket business make a direct and rapid impact on the profitability of operations.Advancements in EVs and SDVs has required the automotive industry to adopt new skills.The current workforce is not equipped to meet these demands on a whole,and recruiting young talent to address t

33、hese requirements has been very slow.With vacancy rates of 4.3 per 100 employees,the automotive industry is facing 43%higher than average vacancies,depicting a significant skills gap that could affect the sector in the future.Alongside this,more experienced workers will soon be retiring from the wor

34、kforce,and their retirement will leave a knowledge gap.As cars are quickly becoming computers on wheels,roles such as software engineers,data scientists,and cybersecurity experts are now highly sought after in the automotive industry,yet the recruitment for these roles has not been successful.A reas

35、on for this seems to be centralized on the targeted software engineers not perceiving these positions as exciting as a tech or startup environment.Downtime CostsUnplanned downtime costs have been increasing significantly.For instance,Siemens overview of downtime and its costs reports that Fortune 50

36、0 companies are spending 11%of their yearly turnover on unplanned downtime costs.The annual downtime costs in 2024 reached US$695 million a year.The cost of a single lost hour of downtime can cost,on average,US$36,000 to US$2.3 million an hour,particularly in the automotive sector.These numbers depi

37、ct the urgency of downtime cuts,and most companies have succeeded in this feat.However,these efforts have only prevented the issue from spiraling.Internet of Things(IoT)and Predictive Maintenance(PdM)have helped prevent downtime costs from reaching a tipping point.Production downtime can be extremel

38、y costly,requiring quick,effective solutions to minimize these disruptionsimmersive realities are a solution that have proven effective and reliable in this industry.AUTOMOTIVE IMMERSIVE ENGINEERINGSOLUTIONSIntegrationXR integration can help automotive manufacturers address supply chain disruptions,

39、workforce shortages,and raw material constraints by creating a two-way data flow between platforms and users.This enables real-time monitoring and enhanced decision-making throughout the supply chain.XR technologies,such as AR and VR,can simulate supply chain environments,allowing companies to ident

40、ify potential bottlenecks and inefficiencies,while also facilitating remote collaboration and training for an aging/retiring workforce.Additionally,XR tools can optimize inventory management and help mitigate semiconductor and raw material shortages by providing immersive data visualization for proc

41、urement and production planning.Integrating XR visualization into the design and engineering stages of product development can also streamline these areas through streamlined data visualization and collaboration.Persistence and Data Accuracy XR environments rely on accurate,up-to-date data to suppor

42、t interactivity and content creation.For the automotive industry,ensuring data accuracy is vital for maintaining real-time simulations,virtual trainings,and design processes within XR platforms.Persistent XR environments allow users to maintain continuity between sessions,ensuring that the progress

43、made in design or training remains intact and accessible for further iterations.This persistence enhances employee training by allowing workers to engage in immersive learning experiences that build on prior knowledge.In design processes,it enables seamless collaboration and iteration across teams,a

44、s the data remain consistent across different devices and user sessions.Maintaining accurate,persistent data in XR not only improves decision-making,but also ensures efficiency and reliability in critical processes like product design and supply chain management.User Education and AcceptanceAdopting

45、 XR technology in the automotive industry can be greatly enhanced by advocating for its integration.Individuals and companies that have succeeded in its integration already serve as early adopters able to demonstrate the value of XR tools in practical applications,helping to drive wider organization

46、al acceptance.In parallel,streamlining the onboarding process for XR devices is crucial for minimizing friction and accelerating user adoption.Simplified setups and intuitive user interfaces reduce the learning curve,making it easier for employees to see the benefits of XR technologies without the f

47、rustration of complex onboarding.A survey conducted by ABI Research(Industrial and Manufacturing Survey 1H 2024:Extended Reality(XR)shows that one of the main barriers holding back adoption of XR lies with insufficient time to conduct planning to scale these innovations and a lack of expertise in th

48、ese technologies to grasp their potential.The top process barriers mostly lie with the inability to articulate the companys needs,struggles to align technology investments with commercial objectives,and Return on Investment(ROI)for digital transformation projects that are not easily articulated.Ensu

49、ring user comfort and knowledge of solutions can reduce these barriers.AUTOMOTIVE IMMERSIVE ENGINEERINGMIXED REALITY CAPABILITIES,APPLICATIONS,AND USE CASESKEY XR CAPABILITIES FOR AUTOMOTIVE:COLLABORATION,REVIEW,AND CREATIONXR technologies bring significant benefits to the automotive industry by enh

50、ancing collaboration,improving review processes,and supporting creation through immersive,real-time interaction.Collaboration:XR facilitates seamless real-time collaboration between geographically dispersed teams,allowing engineers,designers,and project managers to work together in virtual environme

51、nts.This eliminates the constraints of physical distance,enabling teams to communicate more effectively and make faster,more informed decisions.For example,a design team in one country can collaborate with manufacturing experts in another to assess product designs simultaneously,ensuring that any ad

52、justments can be made in real time without waiting for physical meetings.Review:XR tools allow for detailed design and engineering reviews.By visualizing Three-Dimensional(3D)models,teams can interact with virtual prototypes,detect potential issues early in the design process,and address them before

53、 creating physical prototypes.This capability not only reduces development costs,but also shortens production timelines by preventing costly errors and delays.Detailed reviews of parts and systems,which would traditionally require multiple rounds of physical prototypes,can now be done in virtual env

54、ironments with greater accuracy and flexibility.Creation:XR supports the rapid creation and iteration of virtual prototypes and simulations.Engineers and designers can build,test,and modify designs quickly,without waiting for physical components to be manufactured.This iterative process enables fast

55、er innovation,as new ideas can be explored in a low-cost,low-risk environment.Additionally,XR environments allow teams to simulate real-world conditions and stress tests on virtual prototypes,providing valuable feedback on performance long before physical testing begins.This accelerates product deve

56、lopment and ensures that designs are optimized for production.END USERSAutomotive companies are increasingly leveraging XR technologies to enhance customer engagement and product experience,transforming the way potential buyers interact with vehicles before they are built:Virtual Showrooms:XR techno

57、logies allow customers to explore new vehicle models in immersive virtual environments.This enables potential buyers to walk around,inspect,and even“test drive”a car,all without needing to be physically present in a showroom.This approach not only provides a highly engaging experience,but also allow

58、s companies to showcase models that have not yet been produced,giving customers early access to future designs.AUTOMOTIVE IMMERSIVE ENGINEERING Personalization:XR environments enable customers to customize their vehicles in real time,adjusting features such as color,interior materials,and technologi

59、cal add-ons.This highly interactive experience can enhance customer satisfaction by providing a clear visualization of their desired options,which can help drive purchasing decisions.Customers can see how their choices look and feel in a virtual environment before committing to a purchase.This is es

60、pecially valuable as the number of options and customization points increase for most OEMs.Remote Engagement:With XR,automotive companies can reach potential customers around the world,eliminating the need for physical visits to showrooms.This is especially valuable for luxury or limited-edition mod

61、els,where direct interaction with the car may be difficult or impossible before purchase.XR experiences can be offered through apps or VR setups in pop-up stores or trade shows,increasing brand reach and engagement.CASE STUDY:BACBriggs Automotive Company(BAC)will be utilizing the Sony XR headset in

62、tandem with NX Immersive Designer,a module available as part of Siemens NX X,to streamline its design and engineering processes,leading to reduced development time and enhanced product quality.Siemens NX is a comprehensive digital design and engineering software platform for engineering analysis,pro

63、duct design,and manufacturing.The NX X series is a cloud-based software solution for product engineering,integrating Computer-Aided Design(CAD),Computed-Aided Manufacturing(CAM),and Computer-Aided Engineering(CAE)functionalities to enable full digital production development.NX X as a differentiator

64、lies with the integration with digital twins,allowing engineers to create real-time replicas of physical assets,and flexible deployments,allowing users to leverage NXs capabilities without requiring local computing resources.This cloud-based software also allows for seamless collaboration.NX uses AI

65、-driven design methodologies,3D printing manufacturing,and CAE tools to perform real-world simulations,which is all included in the NX X series.BAC designs custom automobiles,treating them as sports equipment,akin to skis or a high-performance bike,tailored to the drivers needs.By integrating Siemen

66、s NX and Sonys XR into its workflow,BAC aims to enhance collaboration,visualize real-time changes to car components,and improve 3D CAD modeling for more realistic and workable designs.With teams split between Liverpool and Germany,collaboration has been challenging.XR will bridge this gap,enabling i

67、mmersive remote design experiences and virtual factory walkthroughs.BACs team of five designers and five engineers rely heavily on CAD models,and XR will streamline the process by displaying both Two-Dimensional(2D)and 3D CAD models simultaneously,providing realistic renderings that guide engineers

68、efficiently and save time.A major challenge for BAC is managing driver-specific changes,with each vehicle being unique.XR allows designers to modify the 3D CAD model in real time without physical adjustments,using it as the primary reference for all modifications.This central CAD model becomes the f

69、oundation for resolving design issues and ensuring smooth collaboration.BAC expects to use Sonys XR headset as needed to support workflows,particularly in integrating production feedback during the design phase.This process,combined with Siemens NX software and the central CAD model,ensures smoother

70、 design iterations and adjustments,regardless of the teams location.AUTOMOTIVE IMMERSIVE ENGINEERINGRECOMMENDATIONS AND CONCLUSIONSADOPTION BEST PRACTICESAlongside the key timelines shown below,it is important to start small when adopting immersive technologies;for example,start with pilot programs

71、to demonstrate the value of the technologies and gain internal buy-in before scaling XR initiatives across verticals.Investing in user training and creating a culture of innovation to drive acceptance and effective use of XR technologies is crucial.This is potentially because of fewer barriers to ad

72、option and greater impact per employee for a given implementation.Alongside this,especially for long-term adoption best practices,ensuring strong collaborations between Information Technology(IT)and business units to integrate XR solutions seamlessly into existing workflows is important,as it allows

73、 for seamless integration,alignment of objectives,scalability,and flexibility,as well as resource optimization.KEY TIMELINESShort term(12 years)Medium term(35 years)Long term(5+years)Focus on pilot projects,user training,and integration of XR with current systems.Vertical-specific implementations,un

74、derstandings of how digital twins,training,and education can be facilitated with the use of XR and immersive technologies.Scale successful pilots across the organization,increase investment in advanced XR hardware,and refine data management practices.Invest in more pilots in new areas and teams;be s

75、pecific with goals and targets for immersive solutions.Deep and broad integration of XR into the automotive value chain,with widespread usage across design,manufacturing,and customer engagement processes.WE EMPOWER TECHNOLOGY INNOVATION AND STRATEGIC IMPLEMENTATION ABI Research is uniquely positione

76、d at the intersection of end-market companies and technology solution providers,serving as the bridge that seamlessly connects these two segments by driving successful technology implementations and delivering strategies that are proven to attract and retain customers.2024 ABI Research.Used by permi

77、ssion.ABI Research is an independent producer of market analysis and insight and this ABI Research product is the result of objective research by ABI Research staff at the time of data collection.The opinions of ABI Research or its analysts on any subject are continually revised based on the most cu

78、rrent data available.The information contained herein has been obtained from sources believed to be reliable.ABI Research disclaims all warranties,express or implied,with respect to this research,including any warranties of merchantability or fitness for a particular purpose.November 2024 157 Columbus AvenueNew York,NY 10023Tel:+1 516-624-