Mini Project-2

On

The Advancement of Virtual Reality in Automobile Industry

Submitted in the partial fulfillment of the

requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

To

DR. A.P.J. ABDUL KALAM TECHNICAL

UNIVERSITY LUCKNOW

Under the Guidance of: Submitted by

Ms Harmandeep Kaur Chaitanya Arya

Project Coordinator: MBA-II Sem

Ms Harmandeep Kaur Enrollment No-
220152070027346

Session 2022-23

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 Certificate

I Chaitanya Arya Enrolment No.220152070027346 from MBA-II Sem, of Mangalmay

Institute of Management & Technology, U.P. hereby declare that the Mini Project-2 (KMBN
252) entitled “The Advancement Of Virtual Reality in Automobile Industry” is an
original work and the same has not been submitted to any other Institute for the award of any
other degree.

Date: Signature of the Student

Certified that the Mini Project-2 (KMBN 252) submitted in partial fulfillment of Master of
Business Administration (MBA) to be awarded by Dr. A.P.J. Abdul Kalam Technical
University Lucknow by CHAITANYA ARYA Enrolment No. 220152070027346 has been
completed under my guidance and is Satisfactory.

Date: Name of the Guide:

Ms Harmandeep Kaur

Signature of the Guide:

Name of the Project Coordinator:

Ms Harmandeep Kaur

Signature of the Project Coordinator

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 STUDENT DECLARATION

The mini project report on “The Advancement of Virtual Reality In Automobile

Sector” has been undertaken as a partial fulfillment of the requirement for the award of
the degree of Master of Business Administration of Dr. A.P.J. Abdul Kalam Technical
University, Lucknow. I hereby declare that this Project is my original work and the
analysis and findings are for academic purposes only. This project has not been submitted
by the any student earlier to any other institution/ university.

NAME- CHAITANYA ARYA

ROLL NO- 2201520700083
 PREFACE

It is with great pleasure and a sense of accomplishment that I present this project report titled
"The Advancement of Virtual Reality in Automobile Industry" as a culmination of my
efforts and dedication. This project was undertaken as part of my Master of Business
Administration at Mangalmay Institute of Management and Technology, and it has been
an insightful and enriching journey from its inception to completion.

The primary objective of this project was to state the technical advancement of Virtual
Reality for Automotive Sector and goals of the project]. Throughout the execution of this
endeavor, I sought to explore, analyze, and implement Brieflymention the key methodologies
or techniques use in order to address the research questions and challenges posed by the
project.

Undertaking this project would not have been possible without the invaluable support and
guidance provided by my supervisor/mentor, Ms Harmandeep Kaur. Their extensive
knowledge, constructive feedback, and encouragement were instrumental in shaping the
direction of this work and pushing me to strive for excellence.

I would also like to express my thanks to my fellow classmates/fellow team members who
have been instrumental in sharing ideas, engaging in fruitful discussions, and providing
assistance when needed. Their collaborative spirit made the journey more enjoyable and
rewarding.

Finally, I would like to acknowledge the immense support and encouragement I received
from my family and friends. Their unwavering belief in my abilities kept me motivated
throughout this endeavor, and I am truly grateful for their love and understanding.

Thank you for taking the time to peruse this report. Your constructive feedback and
suggestions are most welcome.

Sincerely,

Chaitanya Arya

4|Page
 TABLEOFCONTENTS

SR. PARTICULAR PAGE

NO.
NO

Chapter-1 Introduction 07-10

1 1.1 Introduction of Virtual Reality (VR) 08-10

1.2 Advancement of Virtual Reality (VR) 09-10
2 Chapter-2 Description of Automobiles Industry 11-16

2.1 Introduction of Automobile Industry 12-15

2.2 Virtual Reality in Automobile Industry 15-16
3 Chapter-3 Impact of Virtual Reality in Automobile 17-23
Industry
3.1 Effects of Technology 18-19
3.2 Advantage and Disadvantage 20-22
3.3 Challenges Faced By the Technology 22-23
4 Chapter-4Analysis and Interpretation 24-41

4.1 Material & Method 25-27

4.2 Result 28-37
4.3 Discussion 38-41
5 Chapter-5 Conclusion &Future Scope 42-44

Bibliography 45-47
 LIST OF FIGURES

Figure No. Title of Figure Page

Number

1 Identification of Database via Studies 25

2 Patent Publishing Trends between 1995 to 2020 26

3 Patent Origin Source in terms of the number of 26
Publications.
4 Inventor groups that contribute the most in terms of 27
the number of publications.
5 Groups Classifications over the years. 28

6 Articles Grouped by analysis type 30

List of Tables
Table Title of Table Page
Number Number

1 List of Selected Studies 29

2 Field of Applications 31

3 Challenges and Opportunities Identified 34

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CHAPTER-1
 INTRODUCTION
1.1 Introduction

Virtual Reality (VR) can play a key role in automotive marketing research, lowering costs and
shortening the time to launch a new product. However, few VR applications support automotive
customers’ experiences during the early stages of product design. This study aims to identify and
characterize into attributes the challenges and opportunities for the application of Virtual Reality in
car clinics through a systematic review of the literature and patents.

We searched PatentScout, ScienceDirect, Springer, and IEEEXplore for studies published between
the databases’ inception and July 2020. Of the 77,383 patents and 336,785 articles identified, 72 and
13 were eligible, respectively. We discovered that patents are strongly concentrated by a few
inventors, that the United States has the most records, and that the most prevalent applications
relate to devices for automatically reading responders’ emotions in virtual environments.

The articles revealed sixteen categories of challenges and opportunities: cost, location to customers,
flexibility in interactions, model transportation, depth perception, haptic perception, motion,
movement perception/physical collision, color and texture, sound feedback, product
interaction/manipulation, visual–spatial, graphic quality, intuitiveness, cybersecurity, and
cybersickness. Virtual Reality may be used for automotive marketing research but key factors such as
hardware and software specification, stimulus quality, and survey objectives must be considered.

Virtual Reality (VR) has been one of the trendiest technologies in the Industry 4.0 scenario. VR is
defined as “a computer-generated digital environment that can be experienced and interacted with
as if it were real” [1]. As a result of the decreasing cost of hardware and software, as well as the wide
range of applications, VR technology has economic promise, and companies are investigating
innovative approaches. Immersive technology usage is increasing in a variety of fields, including
education [2], healthcare [3,4], and construction [5]. Regarding the automobile market, the growth
of VR applications is expected to be exponential in the coming years [6]. Automakers are using VR
technology in manufacturing analysis [7], product development, dealer training, ergonomics
evaluation, and customer engagement, among other applications. Automakers conduct experiments
with end consumers to learn about their opinions, preferences, and propensity for future purchases.
These surveys, known as car clinics, deliver detailed customer feedback and insights to Marketing,
Engineering, and Design departments [8]. Car clinics take place in a salon, where automakers display

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four to eight competing brands and models to customers. Assessments can be quantitative, in which
enormous amounts of data are collected via questionnaires, or qualitative, in which customers are
encouraged to express impressions based on close observation. The qualitative method is carried
out in a small focus group, with a facilitator who leads participants in gathering answers on the study
aim. Respondents may experience the vehicle’s external and interior design, as well as compare
content, at static automobile clinics. Participants are chosen based on a profile, which is often
related to purchasing intentions. Surveys are generally conducted using static full-scale physical
models of the end product being studied to provide respondents with a closer approach to the final
product. Vehicle size and appearance are key factors influencing customer product demands and
purchasing decisions; thus, customer perception of in-scale items is critical for study in the
automobile industry. Prototypes are utilized for cars in the development phase, whereas production
vehicles might be used for comparison. Such prototypes are built using specific manufacturing
methods and need a large amount of labor from a skilled team. This comes at a high cost and
requires careful planning during the automotive product development process.

1.2 Advancement of Virtual Reality

Virtual reality (VR) technology has experienced significant advancements in recent years,
enhancing its capabilities and improving the overall user experience. Here are some notable
advancements in virtual reality:

Higher Resolution and Display Technology: VR headsets have seen improvements in

display technology, including higher resolutions and pixel densities. This results in sharper,
more detailed visuals, reducing the "screen door effect" and enhancing immersion.

Wireless and Standalone Systems: The introduction of wireless and standalone VR systems
has greatly improved convenience and mobility. Users no longer need to be tethered to a
computer, allowing for more freedom of movement and a more immersive experience.

Inside-out Tracking: Traditional VR systems required external sensors to track the user's
movement. However, inside-out tracking technology eliminates the need for external sensors
by using cameras and sensors embedded within the VR headset itself. This simplifies setup
and improves portability.
Improved Controllers and Input Methods: VR controllers have evolved, becoming more
ergonomic and intuitive. They now offer more precise tracking, haptic feedback, and even
hand presence, allowing users to interact with virtual environments more naturally.

Eye-tracking Technology: Eye-tracking technology enables VR systems to track the

movement and focus of a user's eyes. This allows for more realistic and dynamic rendering,
including foveated rendering techniques that allocate rendering resources based on where the
user is looking, improving performance and visual quality

Haptic Feedback: Advancements in haptic feedback technology enable users to feel physical
sensations within the virtual environment. Devices like haptic gloves, vests, and accessories
can simulate touch, texture, and even force feedback, enhancing the sense of immersion

Social and Multiplayer VR: VR is increasingly becoming a social experience, with the
development of multiplayer VR games, virtual meeting spaces, and collaborative
applications. Users can interact with others in virtual environments, enhancing the sense of
presence and creating new opportunities for communication and collaboration.

VR Content and Applications: The availability and quality of VR content have expanded
significantly. There is a wide range of VR games, educational experiences, training
simulations, virtual tourism, and artistic applications. This growing ecosystem of content
fuels interest and adoption of VR technology.

These advancements in virtual reality have made the technology more accessible, immersive,
and capable of delivering compelling experiences across various domains, including
entertainment, education, healthcare, training, and more. As technology continues to
progress, we can expect further advancements that will push the boundaries of virtual reality
even further.

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CHAPTER-2
 AUTOMOTIVE INDUSTRY
INTRODUCTION

The automotive industry, also known as the automobile industry, is a global industry that
encompasses the design, development, manufacturing, marketing, and sale of motor vehicles.
It is a vital sector that has a profound impact on the global economy, transportation systems,
and society as a whole. The automobile industry has a rich history and has undergone
significant transformations since its inception.The origins of the automobile industry can be
traced back to the late 19th century when inventors and engineers began experimenting with
motorized vehicles. One of the key pioneers was Karl Benz, who patented the first practical
automobile powered by an internal combustion engine in 1886. Shortly thereafter, other
inventors and companies, such as Gottlieb Daimler and Henry Ford, contributed to the
development and commercialization of automobiles.The early automobile industry was
characterized by rapid innovation, as manufacturers experimented with different designs,
technologies, and production methods. Mass production techniques introduced by Henry
Ford, including the assembly line, revolutionized the manufacturing process and made
automobiles more affordable and accessible to the general population.

Over the years, the automobile industry has witnessed significant advancements in
technology, safety features, design, and fuel efficiency. Innovations such as the introduction
of electric starters, improved engine performance, safety systems (e.g., seatbelts, airbags),
and the integration of electronics and computer systems have transformed the modern
automobile.The automobile industry is a complex ecosystem that involves various
stakeholders, including automakers, suppliers, dealerships, service providers, and consumers.
Major automobile manufacturers, often referred to as original equipment manufacturers
(OEMs), compete in both domestic and international markets, continually striving to develop
and produce vehicles that meet consumer demands and preferences.

The industry's impact on the global economy is substantial. It generates significant

employment opportunities, directly and indirectly, contributing to economic growth and
development. Additionally, the automobile industry has a profound influence on related
sectors such as steel, rubber, electronics, and petroleum.

In recent years, the automobile industry has been undergoing a transformative phase driven
by factors such as environmental concerns, technological advancements, and changing
consumer preferences. The push for cleaner and more sustainable transportation has led to the
rise of electric vehicles and hybrid technologies. Moreover, advancements in autonomous
driving technologies, connectivity, and shared mobility are shaping the future of
transportation.As the automobile industry continues to evolve, it faces various challenges and
opportunities. Issues like emissions reduction, regulatory compliance, and the integration of
emerging technologies are at the forefront of industry discussions. The industry's ability to
adapt and embrace these changes will define its future trajectory and its role in shaping the
way people commute and travel.

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The automobile market refers to the economic environment and commercial activities
associated with the buying and selling of motor vehicles. It encompasses the demand for
vehicles, sales and distribution channels, pricing, competition, and consumer trends. Here is
an overview of the automobile market:

Vehicle Segments: The automobile market comprises various vehicle segments that cater to
different consumer needs and preferences. This includes passenger cars, sports utility
vehicles (SUVs), trucks, commercial vehicles, electric vehicles (EVs), and luxury vehicles.
Each segment has its own market dynamics and target audience.

Global Market: The automobile market is truly global, with sales and production occurring
in multiple countries around the world. Key automotive markets include China, the United
States, Europe, Japan, India, and emerging markets in Southeast Asia and Latin America.
Demand and market conditions can vary significantly across regions due to factors such as
economic development, government policies, and cultural factors.

Major Players: The market is dominated by several major automakers, commonly referred
to as original equipment manufacturers (OEMs). Companies such as Toyota, Volkswagen
Group, General Motors, Ford, Honda, and BMW are among the leading global players. These
companies compete in multiple market segments and invest heavily in research and
development to stay competitive.

Sales and Distribution Channels: Automobiles are typically sold through a network of
authorized dealerships, both owned by manufacturers and independent entities. Dealerships
play a crucial role in marketing, sales, after-sales services, and customer support.
Additionally, online sales channels and direct-to-consumer models are gaining prominence,
allowing consumers to purchase vehicles directly from manufacturers.

Consumer Trends: Consumer preferences and trends significantly impact the automobile
market. Factors such as fuel efficiency, safety features, design, technology, and brand image
influence purchasing decisions. Recently, there has been a growing demand for electric
vehicles, as consumers increasingly prioritize environmental sustainability and energy
efficiency.
Pricing and Financing: Vehicle prices vary depending on factors like brand, model,
features, and market competition. Financing options, such as loans and leasing, are
commonly available to consumers, making it easier to purchase vehicles. Additionally,
factors like government incentives, tax policies, and trade regulations can influence vehicle
pricing and affordability.

Emerging Technologies: Advancements in technology are shaping the automobile market.

Electric vehicles, autonomous driving capabilities, connectivity features, and advanced
driver-assistance systems (ADAS) are areas of focus for manufacturers. The integration of
smart features, connectivity with mobile devices, and the development of self-driving
technologies are expected to transform the industry in the coming years.

Market Challenges: The automobile market faces various challenges, including regulatory
compliance related to emissions and safety standards, evolving consumer preferences, market
saturation in some regions, and the need to adapt to rapid technological advancements.
Automakers must navigate these challenges while addressing changing market dynamics and
competitive pressures.

The automobile market is dynamic and influenced by a multitude of factors, including

economic conditions, technological advancements, environmental concerns, and consumer
behavior. As the industry continues to evolve, market players must adapt to these changes to
meet consumer demands, comply with regulations, and seize new opportunities for growth

2.2 Importance of Virtual Reality in Automobile Industry

The significance of virtual reality (VR) in the automobile industry is profound and has
transformative effects on various aspects. Here are some key significances of VR in the
automotive industry:

Design and Innovation: VR allows automotive designers and engineers to create and
explore virtual prototypes, enabling them to visualize and refine vehicle designs. It fosters
innovation by facilitating the exploration of new design concepts, evaluating ergonomics, and

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testing the functionality of different components. VR empowers designers to push
boundaries, resulting in more creative and advanced vehicle designs.

Cost and Time Savings: Virtual reality significantly reduces the costs and time associated
with physical prototyping and testing. By using VR, automotive companies can minimize the
need for building physical models and conducting multiple iterations. This leads to cost
savings in materials, tooling, and production. Additionally, virtual testing and simulations in
VR enable early identification and resolution of design flaws, preventing costly rework and
delays.

Safety and Training: VR plays a crucial role in enhancing safety and training programs
within the automobile industry. It allows for realistic simulations of dangerous scenarios,
such as crash tests or emergency situations, without any actual risk. VR-based training
programs enable automotive professionals to practice complex tasks and acquire critical skills
in a safe virtual environment, reducing the risk of accidents and improving overall safety
standards.

Customer Experience: Virtual reality enhances the customer experience in the automotive
industry by offering immersive and interactive interactions. Customers can explore vehicles
virtually, customize features, and experience virtual test drives. VR enables customers to
visualize their desired configurations and provides a realistic understanding of the vehicle's
look and feel. This immersive experience leads to increased customer engagement,
satisfaction, and informed decision-making.

Marketing and Sales: VR revolutionizes marketing and sales strategies within the
automobile industry. It allows automotive companies to create virtual showrooms, where
customers can explore and interact with vehicle models and features. VR enables virtual test
drives, providing potential customers with a realistic and engaging experience without
needing a physical vehicle. This technology-driven approach attracts customers, drives sales,
and enhances brand perception.

Collaboration and Communication: VR facilitates seamless collaboration and

communication among automotive teams. Designers, engineers, suppliers, and other
stakeholders can meet in a virtual environment to review designs, provide feedback, and
make decisions. VR eliminates geographical barriers, making it easier to collaborate on
vehicle development and manufacturing processes. This improves efficiency, reduces errors,
and speeds up the overall development cycle.
Research and Development: Virtual reality is instrumental in research and development
efforts within the automotive industry. It enables the simulation of various driving scenarios
and environments to study human-machine interactions, vehicle behavior, and user
experience. VR-based simulations help in testing and refining advanced driver assistance
systems (ADAS), autonomous driving technologies, and vehicle safety features. This
accelerates innovation and advances the overall progress of automotive R&D.

The significance of virtual reality in the automobile industry cannot be overstated. It

empowers designers, improves efficiency, enhances safety, transforms customer experiences,
and fosters innovation. VR is revolutionizing the way vehicles are designed, manufactured,
marketed, and experienced, leading to advancements in the industry as a whole.

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CHAPTER-3
 Impact of Virtual Reality in Automobile Industry

Virtual reality (VR) has had a significant impact on the automobile industry, revolutionizing
various aspects of design, manufacturing, customer experiences, and safety testing. The use
of VR in the industry has enhanced design processes by enabling designers to create
immersive virtual environments, allowing for real-time modifications and efficient
collaboration. In manufacturing and assembly, VR simulations have transformed training
programs, enabling workers to practice complex tasks and workflows in a safe and controlled
virtual environment, resulting in increased efficiency and reduced errors. VR has also
revolutionized the customer experience by creating virtual showrooms and configurators,
allowing potential buyers to explore different vehicle models, customize features, and
virtually experience driving, leading to more engaging and informed purchasing decisions.
Additionally, VR has played a crucial role in safety testing by facilitating virtual crash tests
and simulations, helping automakers evaluate vehicle safety features and structural integrity
without physical prototypes. Furthermore, VR has accelerated the development of
autonomous vehicles by providing realistic simulations of real-world driving scenarios,
allowing engineers to refine self-driving algorithms and improve system reliability. Overall,
the impact of virtual reality in the automobile industry has been transformative, improving
design processes, manufacturing efficiency, customer satisfaction, safety standards, and the
development of autonomous vehicles.

The impact of virtual reality (VR) in the automobile industry has been significant,
transforming various aspects of the industry and providing numerous benefits. Here are some
key impacts of VR in the automobile industry:

3.1 Effects of Technology

 Design and Development: VR allows automotive designers to visualize and refine

vehicle designs in immersive virtual environments. This has led to improved design
processes, faster iterations, and enhanced collaboration among design teams. The
ability to experience designs in a virtual space has resulted in more innovative and
appealing vehicle designs.

 Manufacturing and Assembly:VR simulations are used to train assembly line

workers, enabling them to practice complex tasks and workflows virtually. This
improves efficiency, reduces errors, and shortens training time. VR also assists in
optimizing manufacturing layouts and identifying potential issues, leading to
streamlined production processes.

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  Safety and Testing:VR has revolutionized safety testing procedures. Automakers can
conduct virtual crash tests and simulations to assess vehicle safety features and
structural integrity. This allows for early identification of potential flaws and
improvements, leading to safer vehicles and reduced development costs.
 Customer Experience: VR has transformed the way customers interact with
automobiles. Virtual showrooms and configurators enable customers to explore and
customize vehicle models, virtually experience driving, and make more informed
purchase decisions. This immersive experience enhances customer engagement and
satisfaction.

 Training and Education: VR has improved training programs for automotive

technicians and service personnel. Virtual simulations provide realistic and interactive
learning environments, allowing trainees to practice diagnostic procedures, repairs,
and maintenance tasks. This results in better-trained professionals and reduced
training costs.

 Autonomous Vehicle Development: VR plays a vital role in the development and

testing of autonomous vehicles. It allows engineers to simulate real-world driving
scenarios, refine self-driving algorithms, and test the performance and safety of
autonomous systems. VR accelerates the development process and helps ensure the
reliability and safety of autonomous vehicles.

 Cost and Time Savings: VR has the potential to reduce costs and development time
in the automobile industry. By minimizing the need for physical prototypes,
automakers can save on materials and production expenses. Additionally, VR
facilitates faster design iterations and testing, allowing for quicker time to market.

Overall, the impact of virtual reality in the automobile industry has been
transformative. It has improved design processes, manufacturing efficiency, safety
testing, customer experiences, training programs, and the development of autonomous
vehicles. As VR technology continues to advance, we can expect further
advancements and a continued positive impact on the automobile industry.

3.2 Advantage and Disadvantage of Virtual Reality

Virtual Reality (VR) technology offers a myriad of merits that have the potential to transform
industries and enhance human experiences. One of the most significant advantages of VR is
its ability to provide immersive experiences, transporting users to virtual worlds where they
feel fully present and engaged. This heightened sense of presence makes VR an invaluable
tool for training and education, as it enables individuals to practice complex tasks and
scenarios in a safe and controlled environment. The realistic simulations in VR also
contribute to improved learning outcomes and knowledge retention, making it a powerful
educational tool. Moreover, VR fosters remote collaboration, allowing teams to work
together seamlessly despite geographical distances. It proves cost-effective in training,
particularly for high-risk professions like aviation and military, minimizing the need for
physical resources. Additionally, VR has found applications in therapeutic settings, aiding in
exposure therapy, pain management, and rehabilitation. The technology further revolutionizes
design and visualization processes, allowing architects and designers to create and explore
virtual prototypes. In entertainment and gaming, VR elevates user experiences to
unprecedented levels of immersion and interactivity. Beyond entertainment, VR can promote
empathy and social understanding by placing individuals in others' perspectives and
situations. Its potential for data visualization and analysis opens new avenues for researchers
and scientists to gain deeper insights into complex datasets. As VR technology advances, its
accessibility and inclusivity are improving, offering opportunities for a more diverse audience
to benefit from these transformative merits.

Advantages of Technology

As of my last update in September 2021, virtual reality (VR) technology continued to evolve
and offer new advantages. However, since I do not have access to real-time information, I
cannot provide the latest updates beyond that point. Nevertheless, some potential
advancements and advantages that could have emerged or gained prominence in the latest
updates include:

Improved hardware: The latest VR headsets and devices may have seen advancements in
resolution, field of view, refresh rates, and tracking technology. These improvements can
enhance the overall visual experience and reduce motion sickness.

Wireless VR: Manufacturers might have introduced more wireless VR solutions, reducing
the dependency on cables and allowing for greater freedom of movement during VR
experiences.

Haptic feedback and sensory integration: Advances in haptic feedback and sensory
integration technologies could provide more realistic touch and feel experiences within
virtual environments, enhancing the sense of presence.

Eye-tracking and foreated rendering: Eye-tracking capabilities can optimize resource

allocation by rendering the highest quality graphics only in the user's focal point, conserving
processing power and improving performance.

Social VR: Updates in social VR platforms may have facilitated more natural and immersive
interactions among users, making virtual gatherings and meetings feel more lifelike.

Enterprise applications: The latest updates may have seen an increased adoption of VR in
various industries for training, design, collaboration, and data visualization purposes, with
companies recognizing the benefits it brings to their workflows.

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Healthcare and therapy: VR technology may have seen further advancements in the
medical field, with more specialized applications for patient treatment, mental health therapy,
and pain management.

Accessibility features: VR developers and manufacturers may have introduced features to

make VR experiences more inclusive and accessible to individuals with disabilities.

Content expansion: As VR becomes more popular, there may have been a growth in the
availability of diverse and high-quality content, including games, educational experiences,
simulations, and entertainment.

Cross-platform compatibility: Updates might have brought improvements in cross-platform

compatibility, allowing users to access VR content seamlessly across different devices and
platforms.

Disadvantage of Technology

As of my last update in September 2021, virtual reality (VR) technology had several potential
disadvantages. However, since I do not have access to real-time information, I cannot provide
the latest updates beyond that point. Nevertheless, some challenges and disadvantages that
could have emerged or become more pronounced in the latest updates include:

Motion sickness: Despite improvements in hardware and software, some users may still
experience motion sickness or discomfort when using VR, especially during fast-paced or
intensive experiences.

High costs: VR hardware, especially high-end headsets and powerful computers needed to
run them, can be expensive, making it less accessible to some individuals and organizations.

Limited content and experiences: Although VR content has been growing, there may still
be a lack of diverse and high-quality experiences compared to traditional media and
entertainment platforms.

Health concerns: Extended use of VR can lead to eye strain, fatigue, and potential long-term
health effects, particularly in young children and adolescents whose visual systems are still
developing.

Isolation and social disconnect: Spending extensive time in virtual environments might lead
to reduced face-to-face interactions and social isolation, affecting mental well-being.

Privacy and data concerns: VR applications often collect user data, and there may be
concerns about how this information is used, stored, and shared by developers and
companies.

Cybersecurity risks: VR platforms and applications could be vulnerable to cyberattacks,

leading to potential data breaches or unauthorized access to personal information.
Ethical considerations: As VR becomes more sophisticated, there may be ethical dilemmas
related to the creation and consumption of content that might be harmful or exploitative.

Physical limitations: VR experiences may not fully replicate real-world physical sensations,
leading to potential safety hazards if users inadvertently disregard their actual surroundings.

Addiction potential: Some individuals may develop addictive behaviors or become overly
dependent on VR experiences, leading to issues in their daily lives and responsibilities.

It's crucial to keep in mind that advancements in technology and ongoing research might
address some of these disadvantages, while new challenges may also emerge. To stay
informed about the latest updates and developments in VR and its potential drawbacks,
always refer to current and reputable sources in the field.

3.3 Challenges Faced with the Technology

Virtual reality (VR) in the automobile sector faces several problems that need to be addressed
for successful integration and adoption. Some of the key problems include:

1. Distraction and safety: The most significant concern with VR in vehicles is the
potential distraction it poses to drivers. Immersive VR experiences can divert drivers'
attention from the road, leading to accidents and safety hazards.
2. Motion sickness: VR experiences in vehicles can trigger motion sickness for some
passengers, especially during dynamic driving conditions where the movements of the
car may not align perfectly with the virtual environment.
3. Usability and user experience: Designing user-friendly and intuitive VR interfaces in
vehicles is challenging. Complex interactions or interfaces that require significant
attention can be impractical and frustrating for drivers.
4. Cost and affordability: Integrating VR technology into vehicles can be costly, which
might limit its availability in mainstream car models and pricing accessibility for
consumers.
5. Content creation and availability: Developing high-quality and relevant VR content
specifically tailored for in-vehicle use can be a hurdle. The automotive industry must
invest in creating or collaborating with content developers to offer valuable VR
experiences to drivers and passengers.
6. Connectivity and bandwidth: VR experiences often require real-time data streaming
and connectivity, which can be limited or unreliable in certain areas. Ensuring
seamless connectivity is crucial for a smooth and immersive VR experience in
vehicles.
7. Legal and regulatory challenges: Integrating VR into vehicles must comply with strict
safety regulations and legal frameworks. Striking the right balance between
immersive experiences and maintaining safety standards is a complex task for the
industry.
8. Adaptation and consumer acceptance: Convincing consumers to adopt VR technology
in vehicles may be challenging, as it represents a significant shift in the traditional

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 driving experience. Consumer acceptance and willingness to embrace VR technology
in their vehicles will be essential for its success.
9. Technical limitations: VR technology might not yet be advanced enough to provide
the level of realism and seamless integration needed for the automobile sector.
Overcoming technical limitations and ensuring a smooth and reliable VR experience
is an ongoing challenge.
10. Limited applicability: While VR can enhance passenger experiences and
entertainment during autonomous or self-driving scenarios, its usefulness may be
limited during conventional manual driving, where safety and focus are paramount.

Addressing these problems will require collaboration between automotive manufacturers, VR

developers, regulatory bodies, and other stakeholders. Careful consideration of safety,
usability, and consumer preferences will be critical to unlocking the full potential of VR in
the automobile sector. As technology continues to advance and solutions are developed, some
of these challenges may be overcome, leading to safer and more engaging VR experiences in
vehicles.
CHAPTER-4
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 Implementation of Virtual
Reality In Automobile
Industry

The implementation of virtual reality (VR) in the automobile industry involves several crucial
steps. First, the objectives for using VR must be defined, specifying the areas where it will be
employed, such as design, training, marketing, or customer experience enhancement. Next,
suitable VR hardware and software need to be selected, including headsets, tracking systems,
controllers, and VR software platforms. Relevant data, such as vehicle designs or 3D scans,
must be collected and prepared for VR applications. Development of VR applications tailored
to the objectives follows, which could include virtual prototypes, training simulations, or
interactive marketing experiences. Integration with existing workflows and systems is
essential, ensuring seamless data transfer and interoperability. Rigorous testing and iterations
are conducted to refine the VR applications, incorporating feedback from stakeholders.
Employees and stakeholders are trained on using VR technologies, including navigating
virtual environments and interacting with virtual objects. Deployment takes place in
designated areas, with protocols established for ongoing maintenance and support. Evaluation
and optimization of the VR implementation occur continuously, ensuring it aligns with
objectives. Future adaptation and exploration of emerging technologies like augmented
reality (AR) or mixed reality (MR) are also considered to enhance the VR experience in the
automotive industry.

4.1 Materials and Methods

This systematic review followed the PRISMA guidelines [15] and the method described in
[16] was used, which encompasses seven steps: Planning, Scoping, Searching, Assessing,
Synthetizing, Analyzing, and Writing.

 Planning

During the Planning step, the knowledge bases that will be explored are defined. The search
for document patents was undertaken in the PatentScout database, while the search for
research articles was conducted in the scientific databases ScienceDirect, Springer, and
IEEEXplore. The databases must be evaluated according to some essential criteria for a
search focusing on patents. Paid access tools, such as PatentScout, present as differentiators
their speed in retrieving the information sought, their ability to analysed a large amount of
data in a simplified and efficient way, the use of statistical tools, and promoting the
generation of information through graphics and maps, among others, allowing analysis [17].
The efficiency of this database can be directly related to the high cost of obtaining their
license [18]. PatentScout has a wide-ranging database with several search options (general or
advanced search) in different search fields. The recovery of documents can be made, besides
keywords and Boolean operators, from the International Patent Classification (IPC) and the
classifications elaborated by the database itself. ScienceDirect, Springer, and IEEEXplore
were chosen because they are reliable and multidisciplinary scientific databases of
international scope with comprehensive coverage of citation indexing, allowing the best data
from scientific publications.

 Scoping

Defining the scope results in appropriately formulated research questions. A brainstorming

session was held with an interdisciplinary focus group comprised of five experts on product
development in the automobile industry and Virtual Reality, which selected two pertinent
research questions to this systematic review address, namely: Q1: How has Virtual Reality
(VR) supported market research in the automotive industry? Q2: What are the most recent
advancements, challenges, and opportunities in the use of Virtual Reality for automotive
market

 Searching

The Searching step involves exploring the database specified in the Planning step using a
specific string based on the questions stated in the Scope step. The search strategy was
developed by a specialist in Virtual Reality-based market of automotive business. This
researcher identified candidate search terms by looking at words in the titles, abstracts, and
keywords sections of two known relevant publications. Then, the prospective search phrases
were peer-reviewed by five additional members of our team with expertise using Virtual
Reality for product design in the automobile sector, yielding the following final search string
used to search the Patent Scout database: (“Virtual Reality” OR “virtual environment” OR
“artificial environment”) AND (automotive OR auto OR car OR “Virtual Reality”) AND
(“marketing research” OR “market research” OR “human research” OR “people research”).
A similar search strategy was used for article retrieval, with minor adjustments to fit the
search engine requirements of each scientific database: (“Virtual Reality” OR “virtual
environment” OR “artificial environment”) AND (“marketing research” OR “market
research” OR “people research” OR “human research”) AND document title with
(automotive OR auto OR car OR “Virtual Reality”). The search was carried out on 10 July
2020 with the initial screening resulting in 77,383 patents and 336,785 articles

 Assessing

The Assessing step employs inclusion and exclusion criteria filters to narrow down the
number of documents discovered during the Searching step that are relevant to the research
questions. The documents retrieved during the Searching step were subjected to the following
exclusion criteria:

• E1: Exclude the documents not written in English language;

• E2: Exclude documents that did not include the terms “Virtual Reality”, “automotive,”
“auto”, or “car” in the Title field;

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• E3: Exclude documents that did not contain the terms “marketing research” “market
research” “human research” or “people research”;

• E4: Exclude documents that did not contain the terms “marketing research” “market
research” “human research” or “people research”; The findings of the Assessing step
condensed the search to 375 documents.

 Synthetizing and Analysing

At this point, the retrieved documents are merged with project-related elements. The
documents were submitted to a single screening in which a reviewer with experience in the
automotive industry and Virtual Reality technology reviewed each document in order to find
relevant articles related to the research questions defined in the Scope step. The documents
were chosen based on an examination of their Title and Abstract fields as well as their
connection to the project’s purpose: 1. Business application for automobiles. 2. Human
behaviour in a virtual environment. 3. Feasibility of application in marketing research. 4.
Virtual Reality research involving end users. The Synthetizing yielded the selection of 72
patents and 13 scientific articles for further analysis. These documents were exported to
Microsoft Excel, where spreadsheets and graphics were subsequently created to analyse
them. The flow from Searching to Synthetizing of the Systematic Review is represented in

Figure1. Identification of Studies via Databases.

 4.2 Results
The patents were analysed through their registration data source, inventors, subjective trends,
technological advances, challenges, and opportunities. Articles were analysed with a focus on
identifying challenges, opportunities, and advances that can be applied to VR in automotive
market research. Results of the patents and articles are exposed, and the two research
questions are answered. A discussion on all the challenges and opportunities is performed.

 Patent Mapping

The search identified 72 patent documents, of which only 37 are active. We analysed the
patent publication number, title, abstract, active, assignee, inventors, priority date, publication
date, file date, publication source, and first claim.

Figure 2 illustrates the trend in patent publications from 1995 to 2020. The first registration
patent granted by the World Intellectual Property Organization (WIPO) has the subject of a
computer system allowing a consumer to purchase packaged goods at home. From 2019 to
2020, results show a slight decrease in the publications concerning the year before. It is worth
mentioning that publications may have been left out of the results because of the 18-month
patent confidentiality period.

We found patents active from 2009 until 2020, reaching the highest value in 2018, with nine
documents.

Figure 2. Patent publishing trends between 1995 and 2020.’

Regarding the publication source that contributes the most to the number of publications in
prospective patent documents, the distribution of active patents worldwide is highly
concentrated (Figure 3). The results showed that only four countries are responsible for the
most significant interest and domain in the technology investigated in this study: The United

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States of America, Japan, India, and Chinese Taipei. Additionally, the United States has a
significantly higher number of patents active than the other countries. In the segment of
patents not active, we can also identify publication sources in the WIPO and European Patent
Office, organizations representing multiple countries, as long as the Netherlands and South
Korea.

Figure 3. Patent’s origin source in terms of the number of publications.

Regarding the patent inventor group, we identified 31 different inventor groups for the 72
patents. We found a high concentration of patents with a small group of inventors since only
four different inventors’ groups filled 46% of patents. The I4 group has four publications and
represents 6% of the total publications, I3 has six publications representing 8%, I2 has eleven
publications with 15% of the total while I1, with the most quantity of publications, achieves
the value of 12 documents and represents 17% of the total publications. The other 54%
patents can be grouped in inventors’ groups with fewer than four publications each (Figure
4).

Figure 4. Inventor groups that contribute the most in terms of the number of publications.

The patents could be grouped by application, and the authors divided them into four different
categories: Virtual store, Customer profile, Advertisement, and Automatic Feedback. Virtual
stores are patents related to the application of Virtual Reality in stores. Customer profiles are
patents using Virtual Reality to identify the consumer profile, their intents of purchasing, etc.
Advertisements are patents that use VR to advertise products/processes to the public, and
Automatic Feedback are patents related to the automatic interpretation of the user of VR
through their changes in body positions, pupil changes, facial reactions, brainwaves, etc. In
terms of classification by application, from 2009 to 2020, we identified patents related to
virtual store applications in five patents from the United States and one from Chinese Taipei.
Chinese Taipei, India, and Japan have one classification in customer profile, while the United
States has ten documents. Concerning advertisement, only Japan and the United States are
represented in the Confidentiality Period with this classification with two and four
applications, respectively.

Automatic feedback in VR classification has only the United States of America represented
by patents with 17 items.

The analysis of the title and abstract of the active documents revealed that 17 documents
correlate with apparatus to automatically read participants’ reactions in a VR environment,
such as their gestures, sounds, eye movements, or neurological signs. As Figure 4 illustrates,
the automatic identification and analysis of the participants’ reactions is a subject that has
been growing among the years on the patent side. As an example, US Patent 9,886,981
defines a device that determines neurofeedback significance corresponding to stimulus
material and then modifies the stimulus material using neuro-feedback significance measures
[19].

Understanding customer profile applies to 13 documents such as US patent 9,881,310 that

creates an eliciting system that may embody a method for collecting market research data by
eliciting customer input through an interactive competitive game format [20].

Six patent applications related to VR are classified as advertising. For example, in US patent
8,335,716, characteristics associated with multimedia advertisements are obtained in real
time and advertisement slots are offered with information on advertisement slot
characteristics. They may be selected, purchased, exchanged, and analysedd by advertisers’
corporations and firms [19].

Six patents are related to applications in virtual stores, such as the one presented in US patent
8,341,022 where the invention is a Virtual Reality system that includes an instrumented
device used to present a virtual shopping environment to a simulation participant [21].

Over the years, the most spread and stable application is the application on understanding
customer profile, with publications from 2009 to recent years of the study. The advertisement
application and virtual store are also stable and spread over the years but less frequently than
customer profiles. Application on automatic feedback shows the biggest average and a
growing profile.

It is important to remember that the counting of the last two years may be affected due to the
18-month patent confidentiality period (Figure5)

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Figure 5. Group classification over the years

 Scientific Mapping

Search in the Web of Science, ScienceDirect, and IEEExplore knowledge databases

identified 13 articles that may provide the identification of challenges, opportunities, and
advances that can be applied to VR in automotive market research. Table 1 shows these
selected articles.

We analysedd these 13 studies facing the research questions presented in Section 2.2.

Those two questions are addressed separately in the following subsections.

How has Virtual Reality (VR) supporting market research in the automotive industry?

The analysedd articles are applied in different fields of knowledge and application since the
searching criteria were focused on the automotive business and VR’s applicability in market
research. In addition to some papers being researched in multiple areas, three different fields
of application can be identified with specific articles: (a) Automotive—related to VR
applicability in the automotive business, (b) Retailing—related to VR applicability on selling
environments such as virtual stores, supermarket, commercial transactions, or similar, and (c)
Advertising—the use of Virtual Reality for product advertising via websites. There are papers
that have been investigated in a variety of fields rather than just one.
 Publication
Reference Title Year

Future directions for the development of virtual reality within an

[9] automotive manufacturer 2016

Interaction techniques for virtual reality-based automotive design

[22] reviews 2017

Early prototype assessment of a new virtual system for training

[23] procedural skills of automotive service operators: LARTE tool 2015

[24] VR Processes in the Automotive Industry 2015

Opportunities and constraints of virtual reality application in

[25] international and domestic car companies of Malaysia 2012

Design and Implementation of a Complex Virtual Reality System for

[26] Product Design with Active Participation of End User 2016

How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions:

[27] The Roles of Informativeness and Playfulness 2020

Understanding the use of Virtual Reality in Marketing: A text mining-

[28] based review 2019

Virtual and augmented reality: Advancing research in consumer

[10] marketing 2020

[29] Virtual Reality as a Marketing Tool 2019

Implementation Issues of Augmented Reality and Virtual Reality:

[30] A Survey 2018

A user study trends in augmented reality and virtual reality research: A

[31] qualitative study with the past three years of the ISMAR and IEEE 2012

A study on the use of an immersive virtual reality store to investigate

[32] consumer perceptions and purchase behaviour toward 2017
non-standard fruits and vegetables

Table1- List of selected studies.

Several uses of VR in the automotive industry have been discovered in the literature,
including: (a) technical design review [9,22,24,26], where automaker employees apply VR to
study design evaluations among others; (b) manufacturing feasibility analysis [9], where VR
is used to understand early in the development process if parts can be assembled and/or
transported without issues, etc.; (c) driving simulations and habits [9,24] where automaker
employees virtually simulate driving habits, driving vehicle performance, driver distractions
analysis, etc.; (d) training [9,23] where training on car service, maintenance procedures,
assembly process, dealers employees interaction with new vehicles, etc. and (e) ergonomics
[9,24] where automaker employees understand if the vehicle is ergonomically performing in
relation to end users’ requirements or if automakers employees can manufacturer the vehicle
in an ergonomic way, preventing them from injury during their day-to-day work.

Since the area of research of this article is the automotive marketing research performed with
end users, it is crucial to understand the type of users who were researched in the articles
selected through the systematic literature review as long as they identify learnings that can
apply to product development.

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All studies on the retailing and advertising fields were conducted with end users, whilst those
in the automotive field of application were based on input from automaker employees. There
are limited mentions of VR tools applications with end automobile customers in the various
application articles. For example, Virtual Reality is applied to a few procedures involving
customers, although it is unclear whether the authors mean that applications are conducted by
the end customer or by skilled automakers representatives mimicking client behaviour [9].

In the retailing application field, research has mostly concentrated on understanding

consumer behavior in virtual worlds and the corresponding purchase inclinations. The
research was mostly conducted through the purchase of minor goods such as fruit [32] or
supermarket items. A comparable application is used with automotive users during the pre-
purchase process, mostly to allow customers to virtually select vehicle choices or models
[10].

Since cars have a significant cost for their buyers, the study attempted to understand the
various degrees of VR application based on the product cost. Marketing research applications
and studies on more expensive things such as furniture [27] and even pricey products such as
houses [10,28] can be found in the literature but not for product development applications.

In the articles selected for our study, we discovered various forms of analysis. We grouped
them as follows: (a) VR improvements refer to research conducted in an application or
environment where Virtual Reality is already being used, with the goal of improving its
performance, such as switching the Virtual Reality application from non-immersive to
immersive; (b) comprises investigations based on a survey of the literature and incorporates
knowledge from various articles, studies, and fields; (c) A × B comparison, where the authors
develop a correlation of several immersive virtual environments or an immersive
environment compared to a physical one. The immersive virtual environment is a perception
of physically being there in a non-physical setting; the final sort of classification is based on
(d) surveys of Virtual Reality users. Their knowledge and experiences are gathered through
the use of specific questionnaires. For example, surveys are conducted with automakers
experts on present VR applications and their anticipated future in several business domains.
Figure 6 illustrates the analysis type distribution.
 Analysis Type
VR
Survey -VR
Improvements
experience 8%
15%

Systematic
Review
31%

AxB
comparison
46%

Figure6. Articlesgroupedbyanalysistype.

Table 2 illustrates the connection between the field of application and users as well as the
type of analysis. The articles related to the automotive industry use experts inside the sector
in the studies, while the articles from the other field of applications were based on final users.
Half of the automotive articles and all the retailing and advertisement articles were related to
A × B comparison, and all the articles classified as multiple fields of application were based
on a systematic literature review.

Field of Application

Automotive Multiple Retailing Advertisement

Experts 6
Users
End Users 2 1

Analysis Type VR
Improvements 1

Systematic
Review 4

A×B
3 2 1
Comparison

Survey 2

Table 2. Field of application.

Ref. [10] observed that VR has the most potential for application in the marketing domains of
product design and aesthetics, advertising, shopper marketing, multichannel retailing, social
interactions, and co-creation of products and experiences, but features such as haptics and
motions require additional research.

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What are the most recent advancements, challenges, and opportunities in the use of Virtual
Reality for automotive market research?

Virtual Reality is recognized as a potential medium for analyzing customer wishes and
purchases. It is also acknowledged as a method used in market research to reduce costs,
timing, and challenges such as physical property relocation required for the research [9].

Virtual Reality enables trials that would be impossible to do in physical study [33], such as
research with large numbers of participants on rapidly decaying fresh products or research in
multiple surroundings, such as alternative store setups.

The following sections highlight the challenges and opportunities afforded by VR in the
automotive industry and marketing research. These inputs, based on a set of papers, address
the Q2 question, providing a database for VR suitability in automobile marketing research.
Limitations and opportunities are not limited to the automotive industry and may have an
impact on market research utilization at various levels depending on the research purpose.

One of the issues identified in the literature is a lack of depth perception, which primarily
affects small distances [24], and users complain about the inability of one eye to focus as well
as the other. One suggestion for reducing this problem is to employ a rich environment with
shadows and background texture and high-quality colors. The use of multisensory
technology, such as haptic feedback, may give immersive feedback that solves the depth
perception problem [24]. One of the most commonly highlighted concerns in the simulation
done by engineers and designers was the quality of images or pictures [27]. According to
[10], the field of view and the resolution of the visual display are key aspects for user
immersion and are required for marketing research.

Color and texture issues were observed during design review evaluations, compromising user
analysis [9]. Surface quality issues such as roughness and the lack of or discontinuous
surfaces that do not provide the visual feeling of a vehicle in front of the user [26] also
impacted immersion in the analysis.

A lack of haptic input can also have a negative impact on the VR analysis. As long as reach
perception is sought in VR environments’ automobile engineering tasks, there should be no
weight, torque, or force [24].

With VR, there is a problem with motion tracking. An ergonomics examination discovered a
lack of hand motion monitoring, difficulties, and an uncomfortable body motion tracker suit
[9]. Motion tracking and gesture recognition can be combined to enhance the VR experience
[26]. Some VR equipment takes little training to use [23,26], and body motion vests might be
uncomfortable [24]. In some areas, a lack of VR training may limit its implementation [25].
When immersive elements such as gesture detection and an immersive walk are used, user
virtual immersion is increased [26].

VR navigation can produce a variety of immersion effects. Ref. [22] investigated the use of
several solution concepts for 3D navigation with VR based on speech, gesture, and touch-
based input modalities. Its research compared a spoken menu on the screen, a haptic
interaction simulation of a virtual touchscreen, a head tracking system, a schematic 2D map
in top views similar to Google Maps, and a touch screen. The study’s findings confirm that
touch screens and head tracking technologies provide the highest overall quality in these
areas.

Lack of physical collision [24] as well as sound and vibration feedback in some tests [9]
caused the VR application to behave similarly to physical evaluation. Lack of sound feedback
[24] was noted as a constraint in manufacturing feasibility studies, which are primarily
connected to machinery movement or manual procedures that require operator response in
addition to visual and haptic feedback. In rare circumstances, olfactory simulations are also
required for assessing the air quality within the car.

Concerns such as a lack of skilled individuals to install VR, the time it takes to become
proficient, and a lack of VR knowledge were also recognized as issues with VR. For some
businesses, the cost of software and hardware is a barrier [25,30].

As long as it can investigate distracting capabilities through the inquiry in the course, virtual
context, such as a drivable scene to be evaluated in a realistic virtual world, gives a more
substantial user immersion [9]. Ref. [27] also emphasized the impact of the backdrop context,
where users may be presented with many repetitive cues and be more willing to overlook VR
shortcomings such as graphic quality.

As a VR opportunity, the time it uses to develop a virtual prototype is minimal and can
enhance the overall review process; virtual prototypes can be generated earlier than physical
property, improving development schedule. The main advantages of using VR in the
Malaysian automobile sector were reduced rework and improved manufacturing quality [25].
Physical prototypes are challenging to handle and move [9,25].

One of the broadest opportunities for the usage of VR is cost savings. It also lowers the costs
of delivering physical prototypes [9]. Virtual prototypes demand no storage space and are less
expensive to build. Virtual assets decrease rework, save money, and boost productivity [25].
A VR network may improve virtual training and surveys by eliminating the requirement for
user travel [9], hence improving application timing and costs.

The difficulties of recruiting survey respondents are also addressed in the research. Some
research used a different recruitment approach between the comparisons. One example is the
concern over combining face-to-face and online survey selection processes in the same study
[27]. Some studies were conducted with respondents who may not have had the consumer
target profile for the product under consideration, and in some circumstances, the quantity of
participants may not have been statistically representative for the decisions that were required
[30]. One of the three questionnaires evaluating automotive experience has a sample size of
240 interviews, while the other two have only 11 respondents. All four studies in the A × B
comparison study had a sample size greater than 142 participants; however, two have
participants aged 18 to 22 years old, which may not represent the related population.

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In marketing research, visual–spatial clues and graphic quality are critical [27]. Both
challenges introduce participants to products with which they are familiar in the real world.
The relevance of these challenges varies depending on the virtual research equipment.
Graphic quality was discovered to be more noticeable by participants in a 2D display and 3D
online environment than in a 3D Virtual Reality environment [27].

According to [26], visual–spatial information is critical for customers to engage in virtual

experiences, and the display of 3D VR notably boosted participants’ awareness of visual–
spatial information and helped participants correctly associate with product accuracy.

Product manipulation improves perceived informativeness by enabling customers to process

information selectively and focus on key information, hence boosting customer perception or
product understanding. This engagement can be achieved by allowing control devices to
mimic more realistic activities, such as physically examining items and feeling their textures
[27]. Immersive walking and gesture recognition increase product desirability and improve
the virtual experience.

Small-product studies show that Virtual Reality devices with product manipulation
capabilities produce greater customer feedback in association with the physical environment
than platforms without manipulation. One of the challenges is the movement constraint that
characterizes the Virtual Reality technology, as few devices include a lightweight wireless
feature that allows users to freely move as they would in the real world [30].

To engage clients in the virtual environment, it is critical to allow them to interact with the
products in the same way that they would interact in the real world. Mimicking physical
activities in Virtual Reality, such as placing things in a basket or pushing a shopping cart in a
virtual store, have the potential to boost customer engagement in the virtual environment.

Age may influence customer approval of the use of Virtual Reality. According to one study,
groups between the ages of 15 and 45 have a more favorable response to the usage of Virtual
Reality in field exploration than groups between the ages of 45 and 60 [29].

Cybersickness challenges was mentioned by a limited number of individuals [29] must be

considered as long well as the current cybersecurity vulnerability of Virtual Reality [30]. Due
to Virtual Reality hardware constraints (such as sensor placement), the dedicated physical
setting needed in some applications might also provide a hurdle to marketing research [30].

In marketing research, the intuitiveness of the VR system is also noted as something that
must be addressed. If the system is not simple, it may necessitate one to two days of practice
for inexperienced users [26].

According to a survey conducted in Malaysian automakers, the top five challenges to the
adoption of Virtual Reality in the automotive sector are a lack of skilled individuals, time to
become expert, a lack of information about VR, software cost, and hardware cost [25]. The
prioritization of these challenges varies by region, and it has been observed that software and
hardware costs can have a substantial influence on non-global automakers.
According to [28], one of the most important technologies is gaze tracking (eye tracking),
which can provide additional insights to regular surveys by evaluating dimensions such as
satisfaction, brand preference, or enjoyment. Ref. [10] also emphasized the four primary
categories of data to be acquired from VR systems to evaluate their effectiveness: objective,
digital, neurophysiological, and self-reported data. These findings in the scientific papers are
consistent with the patent analysis that revealed autonomous body movement and neural
reaction recognition as a recent advancement of Virtual Reality with opportunities for
automotive marketing research application.

4.3Discussion
Depending on the survey purpose, this knowledge about challenges and opportunities can be
employed at various levels for car clinics. Since the clinic’s goal is to determine style
acceptability for customers, the most critical features in car clinics concern the stimuli being
visually as realistic as possible with a production vehicle.

This study’s articles revealed several challenges and opportunities that can be implemented to
an immersive car clinic. Based on our experience with car clinics, the relevant sixteen items
are presented in Table 3. Some of the items directly have a relationship with the product
being evaluated in the clinic, and some are related to the clinic itself or its environment in a
way to provide the customers with the immersive experience required for a clinic.
Table 3. Challenge and opportunities identified.

Relationship Items

Product Environment
(1) cost x
(2) proximity to customers x
Opportunity
(3) flexibility in interactions x
(4) model transportation´s avoidance x
(5) depth perception x
(6) haptic perception x x
(7) motion perception x
(8) physical collision/movement x
perception
(9) color and texture definition x
(10) sound feedback x
Challenges
(11) interaction/manipulation x
(12) visual spatial x
(13) graphic quality x
(14) intuitiveness x
(15) cybersecurity x

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 (16) cybersickness x

Visual–spatial and graphic quality are the most important challenges in an automobile clinic.
External design and vehicle size are important factors in consumer decisions in the
automotive business, and visual–spatial and graphic quality are strongly associated. The
visual–spatial and graphic quality must be addressed for effective Virtual Reality application
in a car clinic.

Graphic quality might be sensitive to this sort of assessment, since automotive marketing
research focuses on vehicle design, and a sufficient final quality stimulus must be employed
in car clinics so customers can provide relevant input. Customers prefer to focus on the flaws
of the stimuli rather than the stimuli themselves, which may compromise the clinic’s goals.
When stimuli lack the quality and craftsmanship required to deliver the same final
appearance as a production car, this issue is also noticed in the physical clinic. A strategy
might be to select the suitable VR devices, as well as relevant skills on the crew that develops
the virtual stimuli. A pre-event technical team evaluation, which is also undertaken to support
physical research, can uncover these difficulties and fix them within an appropriate time
frame.

The graphic quality, as well as the associated VR hardware and software, must be defined so
that consumers do not lose fluidity. If this challenge is not addressed, respondents may have
the feeling that they are watching a 1930s movie, with visual motions that are not at the pace
required by the brain to give the user the idea that they are in a real world.

Cybersecurity, product manipulation/interaction, depth perception, and color and texture all
have the potential to cause significant effects on immersive car clinic applications. Due to
product confidentiality, car clinics in the automotive industry are held in a secure setting; the
virtual clinic likewise demands limiting access. Cybersecurity must be carefully considered.
Now there is software that can minimize the threat of illegal access during survey.

In terms of manipulation and interaction in a virtual car clinic, customers should be able to
roam around the item on their own, achieving the higher perceived amount of information
required between product and customer. This would reduce any adverse effects on virtual
product manipulation and engagement. A hybrid reality, which can give some level of
physical manipulation and interactions connected with a virtual process, could also be a
remedy to this challenge.

Environments that allow customers to wander around the virtual asset, which simulates the
same experience as a conventional car clinic with a physical asset, should strengthen the
association. To decide how realistic this experience should be, a balancing between the needs
of a larger VR area and the advantage of customers being more immersed in the clinic should
be undertaken.

Many simulation opportunities, such as opening a door or manipulating mirrors, may be

accomplished virtually, but these do necessitate refinement in Virtual Reality stimuli and
potentially more robust equipment to process such data without losing customers’ feeling of
movement. Another advantage of Virtual Reality is the opportunity to conduct the clinic in a
considerably more appealing atmosphere than is afforded by physical survey. VR can provide
the buyer the impression that they are in a friendlier location, such as a park, vast showroom,
open atmosphere, and so on. This approach is challenging and costly to implement in a
physical car clinic, especially when confidentiality and security considerations are addressed.

Customers prefer not to come too close to the car when depth perception concerns are most
apparent; therefore, that may not be an issue in market research for exterior design testing
experimentation. Customers may be bothered by vehicle interior feedback because most
customer interfaces and verifications are performed at close proximity to the stimuli. The
specification of the Head-Mounted Display (HMD) may also lessen depth perception
concerns, so it is critical to determine the best hardware depending on the intended survey
outcome.

Different textures and colours are presented with small samples or 2D images in physical
stimuli, rather than in a vehicle environment, because this would considerably increase the
complexity of stimuli to be done. Virtual Reality enhances the opportunity to test various
colours and textures in the vehicle surroundings. Through sensors, current VR technology
may provide visual texture and basic haptic experience. This difficulty may be readily
overcome by combining virtual and actual surroundings. Small physical samples of colour
and texture taken outside of the virtual environment can be used in the same manner as
physical clinics are now operated without the need for several pricey physical stimuli. This
can be utilized if VR gear is not available or to lower the expense of virtual vehicle clinics.

Some difficulties should have a significant impact on car clinics. Customers, for example,
must be immersed in a virtual setting comparable to what they would be in the real world for
vehicle clinics. On that basis, the intuitiveness of the VR equipment, cybersickness, haptic,
and physical collisions should all be considered.

Concerns about intuitiveness in immersive car clinics can be alleviated by selecting

appropriate VR devices and delivering consumer instruction prior to the survey. Respondents
can experience cybersickness, which is most seen after lengthy periods of use. Car clinics are
normally accomplished in a couple hours with some interruptions, such as coffee breaks.
These pauses can be timed in a way that minimizes cybersickness; similarly, paying attention
to participants’ well-being allows for schedule changes.

Customers’ immersion in the event would be enhanced via haptic feedback and physical
collision. Most interactions with prototypes at car clinics are directed by hand–eye
coordination, allowing a customer’s eyesight to complement hand movement and touch;
haptic sensor gloves might support this perception in a virtual environment. Another option is
to utilize a hybrid technology, also known as mixed reality, in some parts of the automotive
industry, which combines Virtual Reality with a simple physical asset that customers can
touch.

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The challenges associated with motion perception, sound feedback, and the physical
environment necessitated by VR hardware should be of little concern in car clinics. Clinics
are held in workshops that require space for four to eight vehicles, which is far greater than
what VR hardware requires. Since physical prototypes seldom give sound feedback, it is
usual in traditional car clinics to instruct participants not to evaluate particular stimulus
performance, such as door shutting sound or similar, due to manufacturing and material
limitations. However, if sound is a characteristic to be assessed, having hand gloves with
multisensor and audio connections might improve the survey.
CHAPTER-5
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 CONCLUSION & FUTURE SCOPE
CONCLUSION

In conclusion, the advancement of virtual reality (VR) technology in the automobile industry
has brought about transformative changes and significant benefits. VR has revolutionized
design and development processes by enabling immersive visualization, real-time
modifications, and enhanced collaboration among design teams. It has streamlined
manufacturing and assembly through virtual training simulations, resulting in increased
efficiency, reduced errors, and optimized workflows. VR has also played a crucial role in
safety testing, allowing for virtual crash tests and simulations that enhance vehicle safety,
reduce development costs, and improve overall performance. Moreover, VR has transformed
the customer experience by offering virtual showrooms and configurators, providing an
immersive and interactive platform for customers to explore, customize, and experience
vehicles, leading to informed purchasing decisions and improved satisfaction. Additionally,
VR has improved training programs for automotive technicians, facilitating realistic and
interactive simulations that enhance skills acquisition and reduce training costs. Lastly, VR
has significantly accelerated the development of autonomous vehicles by enabling realistic
virtual driving scenarios, refining self-driving algorithms, and enhancing system reliability.
Overall, the advancement of VR in the automobile industry has had a profound impact,
driving innovation, efficiency, and customer satisfaction, while also contributing to improved
safety standards and the development of autonomous driving technology. As VR technology
continues to evolve, we can anticipate further advancements and an even more transformative
impact on the industry.

The automobile sector has been under pressure to reduce time to market and increase product
definition accuracy. Virtual Reality is a powerful tool to engage with customers from the
early stages of product development through after-sales support. The application of Virtual
Reality in car clinics might be a cost-saving measure and shorten cycle time in the
automotive industry. Technology research greatly contributes to identifying opportunities and
challenges in employing Virtual Reality in car clinics through scientific and technological
knowledge. According to the patents that were examined, there is no obvious trend on Virtual
Reality applications to marketing research. In terms of the origin of active patented
technology, there is a concentration in developed countries, with the United States and Japan
dominating. A few inventors’ organizations monopolize active patents, with six different
inventors’ groups corresponding to 54% of the patents, with the United States owning five
groups. We observed that patents could be classified into four sorts of applications: automatic
feedback, customer profile, advertisement, and virtual stores, with automatic feedback being
the most prominent throughout the years and potentially valuable in virtual car clinics as one
of the application advancements.

FUTURE SCOPE

The primary advantages of employing Virtual Reality in car clinics are the lowering of
development expenses and the reduction of time. Several physical prototypes, such as
ergonomic prototypes, have been shown in studies to be replaced by virtual prototypes with
cost savings and improved time analyses. VR also allows for the investigation of vehicle
differentiation (variety, alternatives, and content) with a single stimulus and clinic encounter,
allowing for greater flexibility in interactions. Customers are also prevented from harming
physical prototypes during car clinics, which is a recurring occurrence that jeopardizes the
survey. Virtual Reality also eliminates the need to transport confidential physical stimuli
from the fabrication shop to a showroom. The avoidance of these difficulties lowers the
expenses of the car clinic. These opportunities are connected to model transportation
avoidance and customer proximity. Aside from the employment of Virtual Reality in the
automotive industry, we found few applications of end automotive customers in the early
product development phase in the literature. This might be explained by the key challenges
mentioned before, such as a shortage of skilled workers in the market and high hardware and
software costs. This scenario may change because of the growth of VR-capable professionals
in recent years, as well as the decreasing costs of software and hardware. Another possible
explanation for the scarce literature on Virtual Reality applications in car clinics is the
automotive industry’s secrecy around product development and marketing research.
Automakers may be exploring and possibly implementing Virtual Reality alternatives, but
data are not yet publicly available. The paucity of virtual market research studies with
products with similar price to vehicles may not give the confidence to implement this
technology in car clinics. The automotive business has a variety of challenges and
possibilities. There is no one-size-fits-all approach for implementing Virtual Reality
methodology. The findings show that depending on the marketing research goals, the
challenges highlighted in a wider variety than the opportunities may be prevented or managed
by simple measures. For most car clinics, a combination of Virtual Reality and low-cost
physical prototypes tends to be the most cost-effective approach. Following that, there are
challenges and opportunities, as well as strategic suggestions, on how to employ Virtual
Reality technology for automotive applications, which are likely to be applicable in other
domains. Appl. Sci. 2021, 11, 11610 17 of 18 The following sixteen attributes resulted from a
review of the literature on the opportunities and challenges of using VR for automotive
market research. Opportunities include (1) cost, (2) proximity to customers, (3) flexibility in
interactions, and (4) model transportation’s avoidance, and challenges include (5) depth
perception, (6) haptic perception, (7) motion perception, (8) physical collision/ movement
perception, (9) color and texture definition, (10) sound feedback, (11) product
interaction/manipulation, (12) visual–spatial, (13) graphic quality, (14) intuitiveness, (15)
cybersecurity, and (16) cybersickness. Even though VR is presently being used in car clinics,
our study found that there is still a knowledge gap on this application. As a result, we
conclude that Virtual Reality in car clinics might be employed, but factors such as hardware
and software specification, stimulus quality, research aims, and hybrid reality suitability,
among others, must be properly accounted for. Beyond the automotive clinic, this research
also provides more clarity in opportunities of VR technology application in the early phase of
product development, helping to prematurely detect problems and allow for solutions to be
the applied before the most expensive phases of the product development

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