Driving the Future: XR Integration in Automotive

By Mihail Gaianu, Project Manager – Continental Automotive Romania

At Continental Automotive Romania, innovation is a daily reality. As a Project Manager specializing in XR (Extended Reality) integration, I have the privilege of leading initiatives that bring immersive technologies into the heart of our automotive production and design processes. My journey with Continental has been defined by one clear mission: to make the future of mobility smarter, safer, and more sustainable through technology.

XR—encompassing Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)—has become my core focus area. My work is about bridging the gap between physical production and digital intelligence, ensuring that Continental’s plants stay at the forefront of Industry 6.0.

Here’s where I see XR making the strongest impact:

• Training and Upskilling: I have overseen projects where XR headsets immerse operators in virtual assembly lines, allowing them to train safely and effectively. This reduces the time needed for onboarding and boosts confidence before stepping onto the real production floor.
• Design and Prototyping: Collaborating with engineering teams, I use XR-driven digital twins to interactively test new designs. This eliminates the need for multiple costly prototypes and accelerates development cycles.
• Production Support: Under my coordination, AR applications are being piloted on the shop floor to guide workers with real-time instructions, cutting down errors and boosting efficiency.

In my role, I focus on transforming XR from isolated pilots into scalable practices across Continental’s operations. At the Timișoara factory, one of our most advanced facilities, we are embedding XR alongside AI, IoT, and automation technologies to create a truly connected manufacturing ecosystem.

For instance, by combining XR overlays with AI-powered defect detection, operators can not only spot anomalies but also visualize them immediately in their working environment. This creates a new paradigm of intuitive, human-centered automation.

As someone who has worked hands-on with these technologies, I see both the challenges and opportunities clearly. Deploying XR at scale requires addressing ergonomics, ensuring robust data security, and aligning with legacy systems. Yet, with careful planning, these hurdles become stepping stones. Each project I lead teaches us how to make XR more user-friendly, reliable, and impactful.

For me, XR is not just about technology—it’s about people. My role is to ensure that operators, engineers, and managers feel empowered by immersive tools, not overwhelmed by them. I believe strongly that XR can redefine how humans and machines collaborate, making production safer, faster, and more sustainable.

As an integrator of XR technologies in automotive, I see my work as a bridge between the digital future and the physical present. At Continental, we are not only manufacturing cars and components; we are building a new way of working—one where immersive technologies and human creativity drive innovation together.

The road ahead is thrilling, and I am proud to help steer it.

Figure 1: Mihail Gaianu, Project Manager – Continental Automotive Romania

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Notable sources from the video:

Nebra Ark:

Hotspot #2, Text (Timecode: 1:46-01:50):

• Die Himmelscheibe von Nebra. URL: https://www.himmelsscheibe-erleben.de/arche-nebra/himmelsscheibe-von-nebra (seen 26/08/25).
• Landesmuseum für Vorgeschichte. URL: https://www.landesmuseum-vorgeschichte.de/himmelsscheibe-von-nebra (seen 26/08/25).

Hotspot #3, Text (Timecode: 00:17-00:19):

• Die Himmelscheibe von Nebra, Fundgeschichte. URL: https://www.himmelsscheibe-erleben.de/arche-digital/himmelsscheibe-von-nebra/fundgeschichte (seen 26/08/25).
• Die Himmelscheibe von Nebra, wikipedia. URL: https://de.wikipedia.org/wiki/Himmelsscheibe_von_Nebra (seen 26/08/25).

Einstein Tower:
Hotspot #1, Image (Timecode: 00:30-00:32):

• „File: Sterrenwachten, obversatorium, (…)“, wikimedia commons. URL: https://commons.wikimedia.org/wiki/File:Sterrenwachten,_obversatorium,_SFA022815730.jpg (seen 26/08/25).

Hotspot #4, Image (Timecode: 01:18-01:20):

• „Potsdam, Einsteinturm”, Europeana. URL: https://www.europeana.eu/en/item/2064108/Museu_ProvidedCHO_Kunstbibliothek__Staatliche_Museen_zu_Berlin_DE_MUS_018313_1693463 (seen 26/08/25). Drawing by Erich Mendelsohn (1887 – 1953). This item is provided and maintained by Staatliche Museen zu Berlin, Kunstbibliothek. License: https://creativecommons.org/licenses/by-nc-sa/3.0/, no changes were made.

Hotspot #4, Text (Timecode: 01:18-01:20):

• „100 Jahre Einsteinturm (…)“, AIP. URL: https://www.aip.de/de/institute/locations/einstein-tower/100-years-einstein-tower/ (seen 26/08/25).
• “Einsteinturm”, AIP. URL: https://www.aip.de/de/institute/locations/einstein-tower/ (seen 26/08/25).

Phonograph:

Hotspot #2, Image (Timecode: 00:32-00:35):

• „File: Edison wasrollen (…)”, wikimedia commons. URL: https://commons.wikimedia.org/wiki/File:Edison_wasrollen_Or._27.131.jpg (seen 26/08/25). By Snouck Hurgronje, C. (Christiaan) (1857-1936). License: https://creativecommons.org/licenses/by/4.0/deed.en, no changes were made. 

Hotspot #2, Text (Timecode: 00:32-00:35):

• “Phonograph cylinder”, wikipedia. URL: https://en.wikipedia.org/wiki/Phonograph_cylinder (seen 26/08/25).

Hotspot #3, Audio and Text (Timecode: 00:51-01:03):

• “File: Edison cylinder Lost Chord.ogg”, wikimedia commons. URL: https://commons.wikimedia.org/wiki/File:Edison_cylinder_Lost_Chord.ogg (seen 26/08/2025).

Palace of the Republic:

Hotspot #1, Text (Timecode: 00:36-00:39):

• “Hin und weg. Der Palast der Republik ist Gegenwart“, Museumsportal Berlin. URL: https://www.museumsportal-berlin.de/de/ausstellungen/hin-und-weg-der-palast-der-republik-ist-gegenwart/ (seen 26/08/25).
• Palast der Republik, wikipedia. URL: https://de.wikipedia.org/wiki/Palast_der_Republik (seen 26/08/25).

Jewish Museum, Berlin:

Hotspot #1, Image (Timecode: 01:40-01:44): By Sean Gallup/Getty Images.

Hotspot #1, Text (Timecode: 01:40-01:44): 

• “Jüdisches Museum Berlin”, wikipedia. URL: https://de.wikipedia.org/wiki/J%C3%BCdisches_Museum_Berlin (seen 26/08/25).
• “Der Barocke Altbau”, Jüdisches Museum Berlin. URL: https://www.jmberlin.de/der-barocke-altbau (seen 26/08/25).

Hotspot #3, Image (Timecode: 01:25-01:27): By Britta Pedersen/picture alliance/dpa-Zentralbild.

Hotspot #4, Image (Timecode: 01:28-01:30):

• „Jewish Museum Berlin“, wikimedia commons. URL: https://commons.wikimedia.org/w/index.php?search=J%C3%BCdisches+Museum+Berlin&title=Special%3ASearch&ns0=1&ns6=1&ns12=1&ns14=1&ns100=1&ns106=1#/media/File:Berlin-Juedisches_Museum-23-Treppe-2017-gje.jpg (seen 26/08/25). By Gerd Eichmann. License: https://creativecommons.org/licenses/by/4.0/, no changes were made. 

Veste Wachsenburg

Hotspot #1, Image (Timecode: 01:32-01:36): By hwo/ picture alliance / imageBROKER.

Hotspot #1, Text (Timecode: 01:32-01:36):

• “Veste Wachsenburg”, wikipedia. URL: https://de.wikipedia.org/wiki/Veste_Wachsenburg (seen 26/07/25).
• „Drei Gleichen“, wikipedia. URL: https://de.wikipedia.org/wiki/Drei_Gleichen#cite_note-Meynen-1 (seen 26/07/25).