BMW Group has been integrating AR into its production processes since 2016, steadily expanding the range of applications.
The company employs augmented reality devices and technologies from RealWear when working with all dealerships in North America, uses MS Hololens glasses and specialized software at various stages of car production and employee training. It also utilizes innovations from Varjo and other AR equipment manufacturers to create an entirely new user experience for driving. BMW has even developed its own AR glasses for motorcyclists.
Manufacturing
In production, augmented reality is utilized for quality control. In this case, faster inspection directly influences labor productivity and car production volume.
Issue:
Need to accelerate part inspection without compromising quality.
Solution:
Integration of augmented reality devices and technologies into quality control process with overlay of digital CAD models over physical objects according to 50 criteria.
Effect:
Faster inspection of complex parts without compromising quality.
Service Maintenance at Dealerships
In 2022 alone, BMW Group sold over 300,000 cars in North America. Each vehicle requires occasional maintenance and sometimes complex repairs. With each year, BMW releases increasingly sophisticated cars. Mechanics need to continuously enhance their skills to diagnose and repair these vehicles. To assist technicians at all North American dealerships, AR was introduced.
Issue:
Duration of complex repairs at BMW Centers and MINI Dealers,
Lack of experienced experts at dealerships,
High costs of factory experts traveling to dealerships to address complex cases.
Solution:
Integration of augmented reality devices into service maintenance process for complex repairs at 347 BMW and MINI dealerships.
Effect:
75% acceleration in complex repair process,
Increased customer loyalty,
Enhanced efficiency of dealerships,
Higher quality expertise among dealership mechanics,
Reduction in travel expenses.
Annual Employee Training
The company introduces changes and expands its vehicle lineup annually, including in the field of electric vehicles. A key task for BMW Group is rapid dissemination of knowledge about all new innovations within the company.
To accelerate training, the company has been using augmented reality tools for several years.
For instance, AR glasses are used in engine assembly training. Visual instructions displayed on the glasses' screens guide participants through each step of the production process. Participants can work at their own pace, adjusting training speed using voice commands. Now, three people can simultaneously undergo training in augmented reality, as opposed to individual training by a trainer.
Issue:
Need to annually retrain thousands of employees in a short time,
Training difficulties due to geographic distribution and various constraints (e.g., Covid-19 pandemic),
Limited time availability and number of trainers.
Solution:
Integration of augmented reality into training process.
Effect:
Over 2,000 employees completed the course three times faster than the previous year,
Enabling secure training despite constraints (e.g., Covid-19),
Increased efficiency in trainers' time usage.
Vehicle Sales
Increasing car and motorcycle sales is a key goal for BMW Group.
AR tools have become new means to achieve this goal. BMW offers customers the opportunity to explore their vehicles' features in augmented and virtual reality, experience new driving sensations during test drives, and even offers its own AR glasses for motorcyclists.
Issue:
Seeking new growth drivers for sales.
Solution:
Integration of virtual and augmented reality in over 2,400 BMW Centers and branches worldwide, allowing display of over 50 variants of BMW or MINI vehicles in every available trim. Moreover, customers can experience a virtual test drive of their preferred vehicle.
For thrill-seekers, specialized showrooms offer unique driving sensations with mixed reality helmets on specialized test tracks. A person physically drives a car on a testing track while experiencing a virtual track through MR (Mixed Reality) glasses.
BMW has also developed its own AR glasses for motorcyclists, displaying route navigation and crucial information on transparent lenses during movement.
Effect:
Increased customer loyalty and knowledge about BMW vehicles,
Enhanced interest from potential future BMW Group vehicle owners.
BMW is a true pioneer in the realm of new technologies, ready to astonish customers by transforming the production, ownership, and sales processes into real performances.