Innovative technology and design have converged in recent years, supporting our customers as they learn about, purchase and drive our vehicles. Realistic immersive technologies are at the forefront of this new frontier, allowing GM to move faster and more efficiently as we research, develop and manufacture the next generation of vehicles.
Take the suite of software from GM partner Epic Games, for example, which allows us to:
- Improve the global vehicle development process
- Conduct autonomous driving research
- Create real-time configurators to help customers make purchasing decisions
But who is Epic and what is Unreal Engine?
One word: Fortnite. With approximately 400 million registered players and 60% of those being in the 18-24 age bracket, Fortnite is the quintessential immersive role-playing game across various gaming consoles and mobile. Fortnite set the record for annual revenue generated by a single game in 2021 after pulling in $5.8 billion, beating its own previous record of $5.4 billion that it recorded in 2018.
The realistic graphics in Fortnite and many other mainstream gaming titles are powered by Epic Games' Unreal Engine - the world's most advanced real-time 3D creation tool for photorealistic visuals and immersive experiences. The latest iteration of the software, Unreal Engine 5, enables developers and creators across industries to realize next-generation real-time 3D content and experiences with greater freedom, fidelity and flexibility than ever before.
GM is leveraging Unreal Engine 5 to raise the bar with our customers’ shopping experience. For example, GM's latest Cadillac Escalade and Chevrolet Corvette 3D visualizer tools allow customers to build and customize their new vehicles with newfound realism online or on any connected device. The advanced software enables customers to use familiar actions when engaging with the visualizer, such as pinch to zoom, hold and drag and tap functions, to get a close-up view of their personalized vehicle before purchasing it.
“From design and engineering to marketing and sales, GM’s use of immersive tools and their application throughout the enterprise will continue to play an increasingly pivotal role in our positioning as a technology leader,” said Bryan Styles, GM’s director of Immersive Technologies.
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