Automotive design visualisation is at a turning point with the commercial development of immersive technologies such as virtual reality, among other displays and visual interfaces. A fundamental objective of this research is to assess how seamlessly the integration of emerging visualisation technologies can be implemented into the new product development methodologies, with the use of lighting simulation, design review applications and the use of immersive hardware and software. Optical automotive considerations such as display legibility, veiling glare, and perceived quality among other current processes of Systemic Optical Failure (SOF) modes are analysed, to determine how the application of new immersive visualisation technologies could improve the efficiency of new product development, in particular reducing time and cost in early stages while improving decision making and quality.

Different hardware and software combinations were investigated in terms of their ability to realistically represent design intent. Following on from this investigation, a user study was carried out with subjects from various automotive engineering disciplines, to evaluate a range of potential solutions. Recommendations are then made as to how these solutions could be deployed within the automotive new product development process to deliver maximum value.