{"id":12747,"date":"2026-01-14T09:26:28","date_gmt":"2026-01-14T14:26:28","guid":{"rendered":"https:\/\/blogs.sw.siemens.com\/nx-design\/?p=12747"},"modified":"2026-03-26T04:42:27","modified_gmt":"2026-03-26T08:42:27","slug":"a-siemens-xcelerator-story-with-sony-transforming-product-design-with-immersive-engineering","status":"publish","type":"post","link":"https:\/\/blogs.sw.siemens.com\/designcenter\/a-siemens-xcelerator-story-with-sony-transforming-product-design-with-immersive-engineering\/","title":{"rendered":"A Siemens Xcelerator story with SONY | Transforming product design with Immersive Engineering"},"content":{"rendered":"\n<p>Immersive Engineering is here to stay, revolutionizing the way in which companies design products for the future. Built on an <a href=\"https:\/\/news.siemens.com\/en-us\/siemens-rl24-sony-siemens-nx\/\" data-type=\"link\" data-id=\"https:\/\/news.siemens.com\/en-us\/siemens-rl24-sony-siemens-nx\/\" target=\"_blank\" rel=\"noopener\">exclusive partnership with SONY<\/a>, we&#8217;re combining the real and digital worlds to enable precise 3D interaction, stunning visual fidelity and seamless collaboration. The partnership leverages the Siemens Xcelerator portfolio, alongside Sony&#8217;s award winning XR head-mounted display.<\/p>\n\n\n\n<p>But what was the rationale behind creating an integrated, game-changing solution? You&#8217;ll find all the answers in this blog and accompanying video.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#00e6e6;color:#00e6e6\"\/>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"A Siemens Xcelerator story with SONY | Transforming product design with Immersive Engineering\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/KT8Ot_9J0Y4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Setting the scene<\/h2>\n\n\n\n<p>In 2010, like all global companies, there was a desire from SONY to work more efficiently by breaking down organizational silos. There was a real recognition internally that innovation was impacted, resulting in sub-optimal leads times, affecting the companies competitiveness.<\/p>\n\n\n\n<p>The goal was to implement a company-wide technology and personnel exchange initiatives, leading to the establishment of a cross-company mechanical strategy committee. The committee identified the need for all CAD processes to be standardized. <\/p>\n\n\n\n<p>Previously, different CAD systems were used for each category, bringing their own unique challenges. This scatter-gun approach meant data translation was a big issue, leading to a massive loss in production time.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#00e6e6;color:#00e6e6\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">The answer for SONY<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>SONY chose to implement Designcenter NX across the whole company, leading to a <strong>25% improvement in efficiency<\/strong>. The need for data translation tasks reduced almost instantaneously, leaving engineers more time to focus on the design decisions that matter the most.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>But SONY wanted to take it further. Conventional design validation process relies heavily on iterative physical prototyping, leading to increased development time and cost. So, SONY approached Siemens to work on a solution that allows customers to create 3D CAD data in an immersive environment.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>The goal was simple; to leverage SONY&#8217;s expertise in hardware creation with Siemens&#8217; game changing software to reduce production time in a way never seen before. And this is how Immersive Engineering was born.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>By upgrading to Designcenter NX version 2412 and adopting Immersive Designer through value-based licensing, we enabled high-fidelity, real-time evaluation of design intent, significantly reducing the dependency on physical prototypes<\/em><\/p>\n\n\n\n<p><strong>Seiya Amatatsu, Deputy head of technology center, SONY corporation<\/strong><\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#00e6e6;color:#00e6e6\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Watch the full SONY case study video here<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"A Siemens Xcelerator story with SONY | Transforming product design with Immersive Engineering\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/KT8Ot_9J0Y4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#00e6e6;color:#00e6e6\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Continue your journey with Designcenter NX <\/h2>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/plm.sw.siemens.com\/en-US\/designcenter\/\" target=\"_blank\" rel=\"noopener\">Visit the Designcenter website<\/a><\/div>\n\n\n\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.sw.siemens.com\/en-US\/digital-transformation\/sony-head-mounted-display-vr\/\" target=\"_blank\" rel=\"noopener\">Visit the Immersive Engineering website<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center is-image-fill-element has-background\" style=\"background:linear-gradient(135deg,rgb(0,255,185) 0%,rgb(0,230,230) 100%)\"><div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group\" style=\"padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p style=\"font-size:36px;line-height:1.2\"><strong>Book an Immersive Engineering demo<\/strong><\/p>\n<\/div><\/div>\n<\/div><figure class=\"wp-block-media-text__media\"><a href=\"https:\/\/blogs.sw.siemens.com\/nx-design\/book-in-person-immersive-designer-demo\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-1024x576.png\" alt=\"\" class=\"wp-image-12025 size-full\" style=\"object-position:50% 50%\" srcset=\"https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-1024x576.png 1024w, https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-300x169.png 300w, https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-768x432.png 768w, https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-1536x864.png 1536w, https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-2048x1152.png 2048w, https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-395x222.png 395w, https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2025\/06\/sony_hmd_image_globaldata-900x506.png 900w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#00e6e6;color:#00e6e6\"\/>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Immersive Engineering is here to stay, revolutionizing the way in which companies design products for the future. Built on an&#8230;<\/p>\n","protected":false},"author":69056,"featured_media":12748,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spanish_translation":"","french_translation":"","german_translation":"","italian_translation":"","polish_translation":"","japanese_translation":"","chinese_translation":"","footnotes":""},"categories":[1,160,81],"tags":[6755,6785,6797,6721,533,6796],"industry":[123],"product":[304,1817],"coauthors":[549],"class_list":["post-12747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-customer-success-story","category-featured","tag-designcenter","tag-designcenter-nx","tag-designcenter-x-nx","tag-immersive-engineering","tag-nxmakesitreal","tag-sony-head-mounted-display","industry-consumer-products-retail","product-nx","product-nx-x"],"featured_image_url":"https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/2\/2026\/01\/Blog_Header_Sony_Case_Study.V2.png","_links":{"self":[{"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/posts\/12747","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/users\/69056"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/comments?post=12747"}],"version-history":[{"count":6,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/posts\/12747\/revisions"}],"predecessor-version":[{"id":12954,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/posts\/12747\/revisions\/12954"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/media\/12748"}],"wp:attachment":[{"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/media?parent=12747"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/categories?post=12747"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/tags?post=12747"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/industry?post=12747"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/product?post=12747"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/designcenter\/wp-json\/wp\/v2\/coauthors?post=12747"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}