Learn how BMW Group is unifying its complex 3D data and XR workflows to power virtual experiences across the entire vehicle lifecycle. Markus Herbig, XR Specialist at BMW Group, shares how his team is building a scalable asset management and data continuity foundation that supports everything from design reviews and factory training to immersive brand experiences.
Discover how BMW and Unity are working together to connect PLM data, creators, and real-time 3D tools through a shared asset pipeline - so teams can stop hunting for CAD files and start focusing on high-impact virtual worlds.
Watch the full video to learn how:
- BMW maps 3D use cases across design, engineering, production, and marketing, and why all of them depend on the same core vehicle assets.
- The “Virtual Portal” community hub and the 3D Mine platform give teams a single, searchable source of truth for reusable 3D assets and projects.
- Automation pipelines convert CAD from BMW’s PLM system into ready-to-use real-time 3D content on demand, reducing manual prep work and duplication.
- BMW’s decision to select Unity Asset Manager and Unity Version Control as the backbone of its virtual production pipeline was a game changer, and how they measured fit against 80+ creator user stories.
- How this unified asset strategy accelerates innovation for flagship projects like in-car mixed reality racing experiences, while laying the groundwork for future XR at scale.
This session was recorded at the Unite Industry Summit in Barcelona, November, 2025.
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