by Marc Schmitt
Getting around in real life
Firstly how do you navigate the huge number of exhibition halls and outdoor exhibits? This year the IAA App once again was the best way to navigate. It not only included navigation, but also a schedule of events. One marked change this year was the demise of the mobile.
Less mobile, more VR
The shift from mobile to more immersive experiences was welcomed. Fewer exhibitors tried to get you to download apps, games or links to your device, QR-codes vanished into the distance and the number of iPad carrying hostesses had reduced markedly. Instead, you were regularly prompted to try out 3D/Virtual Reality exhibits. One example of this being the Toyota stand - where a virtual reality system allowed you to experience the latest safety features without being hurt in the process (something you’d expect from safety features in the real world!) Others let you explore cars in different designs, take you for a drive along a coastal highway or show you a glimpse of their vision of the future.
Audi @ IAA 2015 (source: Audi AG)
Screens to showcase technology
Historically, the IAA has featured not only the automotive OEMs, but also the supplier base who also get to showcase their newest technologies. In the past, this was a relay, motor, injector etc. in a glass display case with a plate describing the product. Today, there are many more interactive screens brought into play to describe product features - thus putting them into context with other systems and bridging the gap to the actual benefit for the car user. All this using touchscreens instead of relying on other interaction devices. The big automotive OEMs have all gone large in terms of screens. Audi even integrated cars onto the screen that had turning wheels, could change direction and follow the projected road into the future.
All in all the digital revolution continues and we are all looking forward to the next IAA in two years. Let's see where the digital highway is going to lead us.