Ford expects augmented reality (AR) to accelerate vehicle development

Since the introduction of holographic lens technology by Microsoft in 2016, this groundbreaking innovation has sparked widespread interest across various industries. Companies like ThyssenKrupp have adopted it for elevator design, NASA has used it to simulate Martian terrain, and Case Western Reserve University has integrated it into anatomy education. Now, Ford Motor Company is also exploring the potential of augmented reality (AR) in vehicle development, although no specific model has been officially announced yet. Ford is expanding its use of Microsoft Holographic Lens mixed reality headsets in automotive design, aiming to speed up the development process through AR. Each wireless headset costs around $5,000, allowing designers to place a 3D hologram of a car over a physical model. This enables them to adjust features like headlight positioning or modify the hood after changing the headlight shape, streamlining the design process. A recent image titled "Ford expects augmented reality (AR) to accelerate vehicle development" highlights how this technology is being applied in real-world scenarios. If a designer wants to make a change, they can simply record their thoughts via voice, and other team members can review and evaluate the suggestion later. Jim Holland, Vice President of Ford Auto Parts and Systems Engineering, shared his insights: “It’s impressive how we can combine traditional methods—like clay models—with cutting-edge holograms. This approach saves time and makes the design process more intuitive. Microsoft’s holographic technology is a powerful tool that helps us stay ahead in a rapidly evolving industry.” Ford emphasizes that this new technology is not meant to replace traditional tools such as clay models or CAD software, but rather to enhance decision-making and bring designs to market faster. According to the company, this advancement could cut down design time by hours or even weeks. Elizabeth Baron, Ford's VR and high-end visualization technology expert, added: “Holographic lenses allow teams to collaborate and experience each design proposal together. Mixed reality combined with physical models improves communication between designers and engineers, helping shape the car’s overall design. It’s incredibly exciting, and it significantly boosts the efficiency and flexibility of prototyping and design changes.” These headsets run on Windows 10, and for security reasons, users must be invited to design meetings. The technology allows multiple people to view the same 3D virtual image simultaneously, enabling real-time collaboration across different locations. For example, Chinese designers can see updates made by engineers in Michigan. Microsoft first introduced holographic lens technology in 2016, and since then, many companies have found commercial applications for it. In addition to Ford, ThyssenKrupp uses it for elevator design, NASA for Mars surface simulations, and Case Western Reserve University for teaching anatomy. Ford has been researching the use of holographic lenses for several years and plans to apply the technology in future production models. However, the company has not disclosed details about which models will incorporate this innovation.

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