Audi is renowned for its innovative automotive design and progressive technology. Their brand promise, “Vorsprung durch Technik” (Progress through technology), reflects their commitment to innovation.
Together with their communications and brand agency SXCES and developer Lex Dreitser, Audi set out to create cutting-edge multimedia content for journalists, content creators, and media representatives. With the help of Lex Dreitser, SXCES developed the Virtual Exhibit XR, powered by Unity, to offer an immersive experience of the Audi Q6 e-tron on Apple Vision Pro.
To create world-class multimedia content showcasing the technological innovation of the Audi Q6 e-tron to key media audiences.
- Unity Industry
- VisionOS support (with Unity PolySpatial)
Innovation and technology are central to Audi's DNA. In 2017, Audi introduced a mixed-reality experience with HoloLens, merging animated 3D objects with real-world surroundings. Fast forward to 2023, Audi integrated Apple Vision Pro into their Virtual Exhibit to offer an immersive experience of the fully electric Audi Q6 e-tron.
- Technical Accuracy – Clearly convey the product's features.
- High-Quality Resources – Deliver reusable content for media professionals.
The Virtual Exhibit XR showcased every detail of the Q6 e-tron, from its luxurious design to intricate technical features like the rear electric motor's oil cooling circuit, all in real-time 3D.
Audi faced several challenges when adapting their virtual exhibit for Apple Vision Pro:
- Integrating existing Unity-based programming and custom shaders with visionOS.
- Verifying outputs in simulators while adapting iOS shaders for new hardware.
- Maintaining technical and didactic accuracy to highlight product benefits.
Audi and their teams leveraged Unity’s real-time 3D environment to develop a flexible, data-driven, and immersive Virtual Exhibit XR for the Q6 e-tron.
- Blueprint Integration – Used the Virtual Exponat on Air mobile AR app as a foundation.
- CAD Data Utilization – Animated individual components using original CAD data for accuracy.
- Shader Optimization – Enhanced real-time data and optimized materials for Apple Vision Pro.
- Immersive Features – Delivered dynamic 3D representations with AR-to-VR switching, offering unparalleled spatial interaction.
Unity’s real-time environment enabled Audi to create visually stunning and accurate car animations that allow users to spatially explore and understand the product.
- High-resolution, immersive 3D experience for Apple Vision Pro.
- Flexible multimedia platform available across multiple departments.
- Enhanced visualization of the Audi Q6 e-tron’s technology and design.
Audi’s Virtual Exhibit XR exemplifies their commitment to technological innovation while meeting the needs of a competitive automotive market.
Audi envisions further adoption of spatial devices like Apple Vision Pro to redefine customer interaction. The success of the Virtual Exhibit XR sets the stage for advanced visualizations across all departments, showcasing Audi’s leadership in immersive technology.
"Unity and PolySpatial is a game-changer in Apple Vision Pro development. Its seamless integration and fast iteration times simplified development. This was key to successfully delivering an immersive experience with stunning photorealistic visuals."
–Lex Dreitser, Lead XR Developer, WHITE LABEL AR
"We deliver CGI-based content to visualize complex technology in real-time applications. With Unity for VisionOS, we found a perfect addition to our existing Unity toolset."
– Sebastian Kuhn, Key Account for Audi, SXCES
Image courtesy of SXCES