Ford's innovative automotive design program accelerates R&D with AR technology

Ford Motor Company is currently exploring the use of Microsoft HoloLens mixed reality headsets in automotive design, aiming to speed up the development of vehicles equipped with Augmented Reality (AR) features. Each wireless headset costs around $5,000, allowing designers to view a car’s hologram over a physical model. This enables them to adjust headlight positions or lower the hood after modifying the headlight shape. If a designer wants to make changes to a specific part of the car, they can record their thoughts in voice notes, which other team members can review later. Jim Holland, vice president of Ford Auto Parts and Systems Engineering, shared that combining traditional methods like clay models with holograms has been surprisingly effective. He said it saves time and offers an intuitive way for designers to work. "Microsoft's holographic lens technology is a powerful tool for our team," he added. "In this fast-paced world, we will continue to innovate both the car concept and the mobile experience." Ford emphasizes that the technology isn’t meant to replace traditional tools such as clay models or CAD software, but rather to help teams make faster design decisions and bring models to market more efficiently. According to the company, this new approach can cut down design decision-making time by hours or even weeks. Elizabeth Baron, Ford’s VR and high-end visualization technology expert, noted that the HoloLens allows the entire team to collaborate, share, and experience each design proposal together. She explained that mixed reality and physical models help improve communication between designers and engineers, making the process of forming the car’s design architecture more efficient. “It’s very exciting,” she said. “The efficiency and flexibility of prototype production and design changes have improved significantly.” These headsets run on Windows 10, and to maintain security, users must be invited to design meetings individually. The technology also allows multiple people to see the same virtual 3D image simultaneously, enabling real-time collaboration across different locations. For instance, designers in China can view design updates made by engineers in Dearborn, Michigan. Microsoft first introduced HoloLens technology in 2016, and since then, many companies have adopted it for commercial purposes. ThyssenKrupp uses it for elevator design, NASA for simulating the surface of Mars, and Case Western Reserve University for teaching anatomy. Ford has been researching the use of HoloLens for several years, with plans to eventually use the device for designing production models. However, the company hasn’t revealed specific details about which models will be involved. Overall, the integration of AR into the design process is helping Ford push the boundaries of innovation and streamline its development workflow.

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