Audi VR experience - NVIDIA€¦ · Audi VR experience How did we proceeded? Defintion of our sub...

Audi VR experience The Future of Digital Retail

Nvidia GTC, April 2016

Audi VR experience

History of the car sales process

How buying a car looked & felt like in the 50‘s…

Audi VR experience

History of the car sales process

Audi VR experience

Amazing things happend since then - life was digitalized.

History of the car sales process

But… how does it feel to buy a car today - 60 years later?

Amazing things happend since then - life was digitalized.

Audi VR experience

History of the car sales process

Only to remember… 1950…

Audi VR experience

History of the car sales process

Audi VR experience

History of the car sales process

…and today!

The retail process is nearly the same!

Audi VR experience

History of the car sales process

Barely progress since decades!

Audi VR experience

The retail process is nearly the same!

History of the car sales process

Barely progress since decades!

Meanwhile people visiting their dealer

only to negotiate the price.

Audi VR experience

The retail process is nearly the same!

History of the car sales process

Audi VR experience

How can we change that?

Audi VR experience

What is our „mission to moon“?

1950: How buying a car looks & feels like in the pre digital era

1. Bring customers back to the dealer through…

Audi VR experience

What is our „mission to moon“?

What is our „mission to moon“?

1950: How buying a car looks & feels like in the pre digital era

1. Bring customers back to the dealer through…

2. Exciting retail experiences supported from…

Audi VR experience

What is our „mission to moon“?

1950: How buying a car looks & feels like in the pre digital era

1. Bring customers back to the dealer through…

2. Exciting retail experiences supported from…

3. Progressive digital sales tools, which are able to…

Audi VR experience

What is our „mission to moon“?

… show all >50 different Audi models with all options

- as realistic as possible!

Audi VR experience

Audi VR experience

How can we realize that?

Audi VR experience

How can we reach „our moon“?

Audi VR experience

Immersive techs, especially Virtual Reality, have the potential to make that happen!

How can we reach „our moon“?

Audi VR experience

How did we proceeded?

Audi VR experience

How did we proceeded? Defintion of our main mission:

Audi VR experience

How did we proceeded? Defintion of our main mission:

Create a revolutionary VR retail application

with real & high customer value

Audi VR experience

How did we proceeded? Defintion of our sub missions:

1. Show our cars as realistic as possible

and secure a comfortable experience

Create a revolutionary VR retail application

with real & high customer value

Audi VR experience

How did we proceeded? Defintion of our sub missions:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create a revolutionary VR retail application

with real & high customer value

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Very high performance needed…

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Very high performance needed…

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Very high performance needed…

Audi VR experience

…although we’re using 5-7 mio polycount models

1. Show our cars as realistic as possible

and secure a comfortable experience

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Selection of competent partners

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Selection of competent partners

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Selection of competent partners

Vizualization partner

Hardware partner

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Progress during our development

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

Progress during our development

2013: 50 fps

Progress during our development

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

2014: 75 fps 2013: 50 fps

Progress during our development

Audi VR experience

1. Show our cars as realistic as possible

and secure a comfortable experience

2014: 75 fps 2015/16: 90+ fps 2013: 50 fps

Audi VR experience

How did we proceeded? Fullfillment of our sub missions:

Create an revolutionary VR retail application

with real & high customer value

1. Show our cars as realistic as possible

and secure a comfortable experience

Audi VR experience

How did we proceeded? Fullfillment of our sub missions:

1. Show our cars as realistic as possible

and secure a comfortable experience

Create an revolutionary VR retail application

with real & high customer value

Audi VR experience

How did we proceeded? Fullfillment of our sub missions:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create an revolutionary VR retail application

with real & high customer value

Audi VR experience

2. Enable inspiring elements

Audi VR experience

2. Enable inspiring elements

Which components will excite customers?

Audi VR experience

2. Enable inspiring elements

Stunning visual quality

Which components will excite customers?

Audi VR experience

2. Enable inspiring elements

Which components will excite customers?

Stunning visual quality

Audi VR experience

2. Enable inspiring elements

Unexpected possibilites

Which components will excite customers?

Stunning visual quality

Audi VR experience

2. Enable inspiring elements

Which components will excite customers?

Stunning visual quality

Unexpeted possibilities

Audi VR experience

2. Enable inspiring elements

Fascinating environments

Which components will excite customers?

Stunning visual quality

Audi VR experience

2. Enable inspiring elements

Which components will excite customers?

Stunning visual quality

Unexpeted possibilities

Fascinating environments

Audi VR experience

2. Enable inspiring elements

Special cars & environments

Which components will excite customers?

Stunning visual quality

Audi VR experience

2. Enable inspiring elements

Which components will excite customers?

Stunning visual quality

Unexpeted possibilities

Fascinating environments

Special cars & experiences

Audi VR experience

How did we proceeded? Fullfillment of our sub missions:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create a revolutionary VR retail application

with real & high customer value

Audi VR experience

How did we proceeded? Fullfillment of our sub missions:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create a revolutionary VR retail application

with real & high customer value

Audi VR experience

How did we proceeded? Fullfillent of our main mission:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create a revolutionary VR retail application

with real & high customer value

Audi VR experience

How did we proceeded? Fullfillent of our main mission:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create a revolutionary VR retail application

with real & high customer value ?

Why is this approach revolutionary?

Audi VR experience

Why is this approach revolutionary?

Audi VR experience

VR car configurator

• All models • All options • fully integrated

VR car configurator

• All models • All options • fully integrated

Why is this approach revolutionary?

Audi VR experience

Rational Help

Why is this approach revolutionary?

Audi VR experience

VR experiences

VR car configurator

• All models • All options • fully integrated

Rational Help

Why is this approach revolutionary?

Audi VR experience

VR experiences

Emotional Excitement

VR car configurator

• All models • All options • fully integrated

Rational Help

Audi VR experience

How did we proceeded? Fullfillent of our main mission:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create a revolutionary VR retail application

with real & high customer value ?

Audi VR experience

How did we proceeded? Fullfillent of our main mission:

1. Show our cars as realistic as possible

and secure a comfortable experience

2. Enable inspiring elements

Create a revolutionary VR retail application

with real & high customer value

„Landing plan“ of the Audi VR experience

Audi VR experience

Audi VR experience

„Landing plan“ of the Audi VR experience

Pilot Q2/16

Launch Q4/16

at Audi dealerships Audi VR experience

Audi VR experience

Audi VR experience advanced

at Audi Citiy flagship stores

Pilot Q4/16

„Landing plan“ of the Audi VR experience

Pilot Q2/16

Launch Q4/16

at Audi dealerships Audi VR experience

Audi VR experience

Mission accomplished, ground crew!

Audi VR experience

But this journey has only just begun! More to come…