Abstract
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 PatentScout, ScienceDirect, 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.
Highlights
Virtual Reality (VR) has been one of the trendiest technologies in the Industry 4.0 scenario
Virtual Reality is a powerful tool to engage with customers from the early stages of product development through after-sales support
Technology research greatly contributes to identifying opportunities and challenges in employing Virtual Reality in car clinics through scientific and technological knowledge
Summary
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]. Automakers are using VR technology in manufacturing analysis [7], product development, dealer training, ergonomics evaluation, and customer engagement, among other applications
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