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

Chaitanya Arya
Project Coordinator: MBA-II Sem
Enrollment No

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
______________________________Enrolment No.220152070027346 has been completed under my
guidance and is Satisfactory.

Date: Name of the Guide:

Signature of the Guide:

Name of the Project Coordinator:

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.

\
 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 Briefly mention 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, [Supervisor/Mentor Name]. 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

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 TABLE OF CONTENTS

SR. PARTICULAR PAGE

NO.
NO

Chapter-1 Introduction 07-10

1 1.1 Introduction of Virtual Reality (VR) 08-09

1.2 Advancement of Virtual Reality (VR) 09-10
2 Chapter-2 Description of Automobiles Industry 11-15

2.1 Introduction of Automobile Industry 12-14

2.2 Virtual Reality in Automobile Industry 14-15
3 Chapter-3 Impact of Virtual Reality in Automobile 16-21
Industry
3.1 Effects of Technology 17-18
3.2 Advantage and Disadvantage 18-20
3.3 Challenges Faced By the Technology 20-21
4 Chapter-4 Analysis and Interpretation 22-36

4.1 Material & Method 23-25

4.2 Result 25-34
4.3 Discussion 34-36
5 Chapter-5 Conclusion & Future Scope 37-39

Bibliography 40-42

Annexures 43
 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 Patent Scout, Science Direct, 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 four to eight competing brands and models to customers.
Assessments can be quantitative, in which enormous amounts of data are collected via questionnaires, or

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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

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 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.

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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.
 CHAPTER-3

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 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.

 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
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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.

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.

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 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 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 Patent Scout database, while the search for research articles was conducted in the scientific
databases Science Direct, Springer, and IEEEXplore. The databases must be evaluated according to some essential
criteria for a search focusing on patents. Paid access tools, such as Patent Scout, 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]. Patent Scout 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.
Science Direct, 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

Figure 1. 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 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.

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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 neuro feedback 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)

Figure 5. Group classification over the years

 Scientific Mapping

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Search in the Web of Science, Science Direct, 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.

Q1: 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] 2016
automotive manufacturer
Interaction techniques for virtual reality-based automotive design
[22] 2017
reviews
Early prototype assessment of a new virtual system for training
[23] 2015
procedural skills of automotive service operators: LARTE tool
[24] VR Processes in the Automotive Industry 2015
Opportunities and constraints of virtual reality application in
[25] 2012
international and domestic car companies of Malaysia
Design and Implementation of a Complex Virtual Reality System for
[26] 2016
Product Design with Active Participation of End User
How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions:
[27] 2020
The Roles of Informativeness and Playfulness
Understanding the use of Virtual Reality in Marketing: A text mining-
[28] 2019
based review
Virtual and augmented reality: Advancing research in consumer
[10] 2020
marketing
[29] Virtual Reality as a Marketing Tool 2019
Implementation Issues of Augmented Reality and Virtual Reality:
[30] 2018
A Survey
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.

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.

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 Analysis Type
VR
Survey -VR Improvements
experience 8%
15%

Systematic
Review
31%

AxB
comparison
46%

Figure 6.Articles grouped by analysis type.

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
1
Improvements
Systematic
4
Review
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.

Q2: 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].
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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.

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 Opportunity x

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 (2) proximity to customers x

(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
(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, cyber sickness, 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 cyber sickness, 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 cyber sickness;
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

CONCLUSION & FUTURE SCOPE

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
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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. 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. The conclusions of this research may be
applied to automotive and non-automotive areas where a physical stimulus is still in use, improving the
effectiveness of the industry through its reduction on costs and new product and processes implementation
timing. We suggest further research to better understand the correlation of Virtual Reality in car clinics
research compared to physical research.

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ANNEXURES
As an AI language model, I don't have access to external files or the capability to create annexures directly.
However, I can provide you with a list of potential annexures that could be included in a document
discussing "The Advancement of Virtual Reality in the Automobile Industry." These annexures can provide
additional information, data, or examples to support your main content:

1. Case Studies: Include detailed case studies of automobile manufacturers or companies that have
successfully implemented virtual reality technology in their design, prototyping, or training
processes.
2. VR Hardware Specifications: Provide technical specifications and details of the latest VR hardware
used in the automobile industry, such as VR headsets, controllers, and other related equipment.
 3. User Experience Surveys: Include the results of surveys or user feedback related to the experience of
using VR in the automobile industry. This can help showcase the benefits and challenges faced by
end-users.
4. VR Content Catalog: Create a catalog of VR content designed specifically for the automobile
industry, including virtual showrooms, test drives, or training simulations.
5. Safety Standards and Regulations: Annex relevant safety standards and regulations related to using
VR in vehicles to demonstrate the industry's commitment to safety.
6. Collaborations and Partnerships: Highlight any collaborations between automobile manufacturers
and VR technology companies, showcasing how joint efforts have led to advancements in the
industry.
7. Virtual Reality Development Tools: List the various development tools and software used to create
VR experiences for automobiles, giving insights into the technology behind these advancements.
8. Market Trends and Forecasts: Present market research and forecasts related to the growth of VR in
the automobile industry, providing insights into its potential future impact.
9. Expert Interviews: Include interviews with experts, professionals, or industry leaders in the
automobile and VR sectors to gather diverse perspectives and insights.
10. Interactive Demos: Embed videos or links to interactive VR demos or experiences that demonstrate
the advancement of VR technology in the automobile industry.

Remember to ensure that all the annexures are relevant, well-organized, and properly referenced within your
main document. Annexures can add significant value to your topic by providing additional context and
evidence to support your claims and findings.

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