Audi: virtual reality on board with holoride technology

Audi: virtual reality on board with holoride technology

Audi is the first manufacturer in the world to bring virtual-reality entertainment from holoride into series production. From June 2022, Audi models with the latest upgrade of the MIB 3 infotainment system will be compatible with holoride technology. Passengers in the back seats will be able to put on VR glasses and immerse themselves in games, movies and event experiences, with the content adapting to the movement of the car in real time.

No more boring journeys with virtual reality

The journey from point A to point B will no longer be boring but, on the contrary, can become a hyper-realistic gaming experience or the perfect moment to watch a film or immerse yourself in interactive content. How will this be possible? Thanks to Audi and holoride, able to transform virtual reality (Virtual Reality or VR) into extended reality (Extended Reality, XR). Presented at the South by Southwest (SXSW) festival in Austin, Texas, USA, the new technology developed by start-up holoride won the prestigious SXSW Pitch 2021 in the "Entertainment, Gaming & Content" category as well as the "Best in Show" award.

Creating immersive experiences

Virtual content adapts to the real movements of the car. This is the technology behind holoride, an innovation capable of creating highly immersive content: for example, if the car is turning right, the spaceship in the game will also fly to the right; if the car accelerates, the spaceship speeds up too. Designed to ensure a futuristic mode of immersion in any XR content, the technology developed by Bavarian startup holoride introduces the concept of “Elastic Content”: content that adapts to driving movements, journey time and driving route.

Starting in June 2022

The in-vehicle entertainment revolution will begin in June 2022, when Audi models equipped with the latest software cluster and the MIB 3 infotainment platform - namely A4, A5, A6, A7 Sportback, A8, Q5, Q7, Q8, e-tron and e-tron GT - will be holoride-capable. Initially introduced in Germany, the UK and the US, the new technology will then be extended to other markets. To exploit the full potential of holoride, the virtual reality headset will need to be wirelessly connected to the car via a Bluetooth Low Energy (BLE) connection.


Debut at CES Las Vegas in 2019

Founded in 2018 in Munich by Nils Wollny, Marcus Kühne, Daniel Profendiner and Audi, which holds a minority stake, the start-up holoride first presented its technology at CES 2019 (Consumer Electronics Show) in Las Vegas, where it won the Best of CES award and also in the same year was listed among the 100 Best Inventions by TIME magazine.

In partnership with Disney Games and Interactive Experiences, holoride implemented a Marvel Universe VR gaming experience for cars. In addition to other activities and showcases, it presented the possibilities of the developed technology to potential partners during a roadshow in California from Los Angeles to San Francisco. Visitors to the IAA 2021 Motor Show in Munich, under the motto "Let's talk about progress", were among the first to experience "immersive" journeys thanks to holoride technology, while audiences at the Salzburg Festival were able to enjoy virtual reality by getting into the back seats of Audi e-tron, experiencing a time travel through the Austrian city's musical eras while searching for a young Mozart.


New scenarios for VR thanks to autonomous driving

The development of self-driving systems will radically change life on board, not only for passengers but also for the driver. Travelling in a car that can move autonomously will allow drivers to occupy their time in different ways, such as reading, working, watching a film or playing their favourite video game.

This approach will also change the work of designers, who will be ready to design cars from the inside out - and not the opposite as it happens today - to put the passengers literally at the centre of attention. All of this will offer unprecedented entertainment-related comfort: thanks to holoride's 'elastic content' that adapts to the car's movements, it will also solve the problem of 'motion sickness' when reading a book or looking at a tablet while travelling.


RIDE cryptocurrency

Using the potential of the blockchain, holoride has also created its own RIDE cryptocurrency, designed to enhance its content ecosystem, and create value among all participants. The RIDE token will connect car manufacturers, content creators, brands and passengers for a new in-vehicle experience economy.

Rules for in-vehicle virtual reality

When and how can virtual reality goggles be used during the journey? Only passengers in the second row of seats, seated in the side positions, are allowed to use them. In addition, the user must be taller than 1.5 meters and must not touch the front seats with him/her arms.


VGI | Responsible OU: VP | Creation date: article date | Class 9.1


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