Nearly Better Than the Real Thing: Porsche Taps Video Game Tech to Break New Ground in Automotive Design
Porsche has grown rather chummy with the video game community of late. In 2017, the automaker used North America’s largest gaming expo as a platform for the debut of the 911 GT2 RS. You can attribute that to a relatively recent marketing push that resulted in its vehicles appearing in interactive media after a long-standing absence. Porsche, for whatever reason, spent years being exceptionally choosy about which developers can license its vehicles for their games. This usually results in blockbuster titles using “RUF” as a placeholder or simply abandoning Porsche vehicles entirely.
The last five or six years have been different, however. Automakers want to broaden their marketing approach and get away from the big industry trade shows. For Porsche, that means video games, and the relationship is only getting stronger.
This week, Porsche Epic Games and the graphical processing wizards at NVIDIA gathered to showcase what they claim is a major breakthrough in computer design rendering. While we can’t say with any authority that this will forever change automotive design, what they’ve managed to accomplish certainly looks impressive.
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