4 Applications of AR in the Automotive Industry

AR technology can help in driving value for both customers and companies


Sophie Zoria

3 years ago | 4 min read

Modern technological progress has been continuously changing the landscape of the world. This statement is especially true to industries such as automotive as it is now possible to observe things that were previously thought to be science fiction — GPS navigation, self-driving cars, and augmented reality (AR) in cars.

However, it is possible to look beyond convenient solutions for the end consumers and enhance the production process significantly. AR is a particularly interesting technology, and it has the potential to help companies streamline their operations in numerous ways!

AR technology can help in driving value for both customers and companies


Let’s start with the end-users. The technology is a great marketing tool as it is possible to provide consumers with great features such as virtual in-car tours and manuals! Consider the potential consumers’ ability to check different specifications for a potential purchase, including designs and colors. These little neat features are actually quite effective in bringing in individuals who are looking for an immersive sales experience.

Nowadays, consumers are seeking convenience, and AR can provide just what they want. That is why the use of this technology is a potential sales driver. After all, a buyer can explore the interior of a vehicle with a 360-degree view while staying at home.

Combining AR with informative panels is yet another step in enhancing the customer experience. All-in-all, AR has only positive sides and enhanced value for customers!


When it comes to producers, well, it is hard to underestimate the potential value of AR. First things first — the technology is an incredible sales driver due to its innovativeness and appeal to the would-be customers.

Secondly, AR can smooth out the original equipment manufacturers’ value chain through the virtual visualization of the whole production line or its separate parts. This is especially useful for companies that are testing out new prototypes. However, there are way more applications of AR technology that are already applied today!

How AR is applied in the automotive industry

Design and conception

AR is an effective tool for visualization, which is quite obvious. This function of the technology has numerous applications, and automotive companies can benefit from it in different ways.

Just imagine engineers creating a mockup model and calculating potential functions and other stuff. Sounds like science fiction? Well, it’s not as Volkswagen was able to implement AR technology for its engineers. They are able to project individual parts and show how they could interact with current and future equipment!


The application of AR in the pre-production stage sounds like some sort of unrealistic idea but it’s not. To be more specific on the matter, Mercedes-Benz is actively using this technology for a number of reasons. An employee is able to “enter” the production line and review it.

As a result, it is possible to test different assembly situations, test possible production issues, and conduct other evaluations. So, an employee equipped with AR goggles is able to considerably enhance the pre-production stage.

The ability to gather qualitative data while trying out different designs cannot be underestimated when it comes to increasing prototype development speed.


Post-production does not seem to stick too well with AR, considering the previous examples. However, the situation is different. Renault professionals were able to implement the elements of AR in their quality control procedures to improve their effectiveness.

In practice, employees are wearing AR glasses that provide them with tips and guidelines to move through some of the most complex control operations. Furthermore, employees are able to receive up-to-date information regarding decision-making and other important processes.


The automotive industry is based on the human talent pool as all the operations, whether they are assembly or control, require skillful personnel. This is where AR can come into play as well.

For example, Land Rover utilizes AR to train employees with their own app that allows them to peer into the insides of a vehicle in an X-Ray manner. This leads to simplification of the training process through the reduction of expenditure because trainees can actively interact with a vehicle without the need for a real one.

Future prospects of adopting AR among industry leaders

As it can be seen, AR is being actively adopted by the automotive industry on different levels. Some companies use it as a marketing tool while others utilize its features in their production process.

Either way, it is quite evident that AR brings value to both consumers and producers. An augmented reality app company can really help out any enterprise to find a solution that will perfectly satisfy their needs.

Considering the current effects of AR on the automotive industry, businesses will likely to continue to invest in the technology to bring down design, production, and post-production costs. Therefore, the future of AR technology is quite secure as large numbers of industries, including automotive, are actively implementing this solution.

Real-life cases show that the application of AR technology in the automotive sector is quite common among industry leaders such as Volkswagen, Mercedes-Benz, Result, and Land Rover.

So, it is possible to expect that other companies will actively adopt the technology in their value chain. The competition is becoming more intense, and industry leaders have to distinguish themselves through the use of the latest technological innovations rather than simply through price.


Created by

Sophie Zoria

Sophie Zoria is a passioned journalist writing about tech and marketing trends, mobile apps, and design. Check out her Medium page:







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