Axel Springer shows AUTO BILD mixed reality test at the GOLDEN LENKRAD 2022, Axel Springer Verlag AG, press release

Together with Deutsche Telekom and the BMW Group, Axel Springer presented a pilot project for immersive technology on November 9, 2022 during this year’s GOLDEN LENKRAD awards by AUTO BILD and BILD am SONNTAG. The guests could exclusively test the BMW iX1 electric car with MR glasses (NREAL) and have its features explained in 3D by a virtual car journalist. One of the most prominent testers of the evening was Barbara Schöneberger, who moderated the award ceremony for the GOLDEN LENKRAD. Robin Hornig, Deputy Editor-in-Chief AUTO BILD, was specially digitized for this interactive mixed reality presentation.

The presentation at the GOLDEN LENKRAD was developed by Axel Springer National Media & Tech (NMT), a technology company of Axel Springer, in cooperation with Telekom and the BMW Group and realized with AUTO BILD. In immersive mixed reality applications, the real environment of the user in the glasses is overlaid with virtual objects, so that both merge into a form of “augmented reality”. For example, the automotive industry could in future present car models purely digitally in virtual showrooms and make them tangible for customers. Using gesture control, the user can interact with the virtual vehicle and also have the associated AUTO BILD content such as videos or tests displayed.

Chris Krauss, Product Lead Immersive Media (AR/VR/MR/360°) at Axel Springer NMT: “At Axel Springer we are researching immersive technology and are already building competencies for the future. Technologies that merge the real world and virtual reality will change media consumption in the next few years. Today we presented a hands-on experiment to gain more experience.”

Robin Hornig, Deputy Editor-in-Chief AUTO BILD: “Mixed reality applications, for example in connection with audiovisual content from AUTOBILD, can turn the presentation of automobiles into a virtual experience and thus become a mobile purchase advisor for our readers. I am pleased that we were able to present the first presentation at the GOLDEN LENKRAD together with Deutsche Telekom and the BMW Group.”

“Augmented reality offers great new possibilities. Users can get additional information about what they are viewing. You can experience familiar things from a new and unknown perspective and thus completely new. In this cooperation with Axel Springer, AUTO BILD and the BMW Group, we used the presentation of a car to demonstrate a different form of reporting and show what such new experiences could look like. We are convinced that this will increasingly find its way into our everyday lives in the future and that we will be able to experience things in even more diverse ways thanks to mixed reality,” says Sven von Aschwege, XR Topic Lead at Deutsche Telekom.

“We found the project just too exciting and really wanted to take part. From our point of view, there is still a lot of potential in VR/AR/MR applications, also in the area of ​​communication. We strongly believe that these will play an increasingly significant role in our customers’ digital ecosystems. The BMW Group has been dealing with the topic of VR/AR/MR for a very long time, from development to production planning of the vehicles. This joint high-tech project with Deutsche Telekom and Axel Springer is an important milestone for us in this area,” says Christophe Koenig, Head of Communications BMW Group IT, Digital and Driving Experience.