BMW’s Joytopia and Audi’s Holoride are good examples of how mobility brands use virtual reality to interact with their audiences by adopting it as a form of entertainment. In Audi’s case, the brand connected its Holoride platform to a cryptocurrency ecosystem enabling users to take a more active role in personalizing their experience.
Another interesting approach has been that of Porsche’s engagement with virtual influencers. The brand has collaborated with Japanese virtual idol Imma who has her own fashion brand and apparently drives a Taycan. Most recently Porsche invested in iMaker, a leading provider of virtual influencers in the Chinese market.
After an early collaboration with gaming platform Roblox, where the brand created a series of five virtual spaces for user avatars to digitally interact with its products and technologies, Hyundai started getting deeper into the metaverse by introducing the concept of "Metamobility". So, what does this mean? Let’s have a look.
Rather than simply focusing on providing virtual experiences for branding and entertainment purposes, Hyundai decided to acquire the world’s leading robotics company Boston Dynamics, and use robots as a medium between the metaverse and real environments. This means that users can interact in the virtual world and guide robots to perform tasks in a physical space. For example, an engineer sitting in London could enter the metaverse through an immersive VR platform to visualize a factory in Seoul and guide a robot to accomplish tasks on location, eliminating the need for that engineer to travel to Korea.
Together with artificial intelligence and autonomous driving, robots will play a key part in what the brand calls a Mobility of Things ecosystem. At their 2022 CES press conference, Hyundai showcased their new Plug & Drive and Drive & Lift modular platforms that can be attached to inanimate objects and operated through digital devices. This will be of service to people with limited mobility and also play a role in operating self-driving vehicles.
Should you be interested in finding out more about how Uniplan are thinking about this and related topics, do get in touch with our editorial team.