Porsche Leverages Cutting-Edge Mixed Reality in Product Demonstrations

Porsche is embracing cutting-edge mixed-reality and spatial computing technology to bring a new kind of immersive experience to product demonstrations and technical briefings for the media. Attendees at a recent Technology Workshop focused on the new all-electric Macan found themselves in what seemed like a sci-fi movie set or futuristic art installation. Wearing the latest Meta Quest 3 headsets, groups of engineers and media moved with unexpected grace, engaging in activities that resembled a tai chi group doing an improv class.

In the past, media event presentations typically involved journalists taking notes while engineers clicked through numerous PowerPoint slides. This traditional format is now being challenged by Porsche’s use of mixed-reality (MR) technology. A few years ago, the Taycan AR Event App showcased how augmented reality could reveal the in-depth engineering details of the Taycan using just an iPhone.

Now, Porsche is taking it a step further with mixed-reality technology, creating a three-dimensional environment where users can move around and interact with virtual objects. This technology allows users to see their real surroundings while also interacting with virtual 3D assets, providing VR levels of immersion while maintaining awareness of the physical space around them.

This application of MR is particularly advantageous as it eliminates the need for physical cut-away models or other assets to be manufactured and shipped globally, potentially saving costs and resources. While physical props are valuable tools for explaining technical features, 3D models in MR offer greater maneuverability within the viewing space. Users can view virtual models from different angles, gaining a deeper understanding more quickly than traditional methods. This approach combines the detail of a technical slideshow with the impact of a physical exhibit, providing a more meaningful and insightful experience for the viewer.