Ask someone what they think of when they hear the term “augmented reality” and most people will say gaming and camera filter apps. Thanks to Pokémon GO and Snapchat, augmented reality has become mainstream during the last years. In the meantime, however, augmented reality has also found its way into other sectors besides entertainment. Indeed, AR is poised to play an important role in a number of industries, including healthcare and medicine, education and the automotive industry. It may be a technology still in its infancy, but it is here to stay. The possibilities of AR-tools for carmakers are endless. That’s why Porsche has decided to initiate innovations in the field of virtual reality.