Audi becomes the first manufacturer to turn its cars into a virtual reality platform

Audi is the first car manufacturer in the world to introduce virtual reality entertainment into mass production. From summer, rear passengers will be able to wear virtual reality glasses (VR glasses) to immerse themselves in different formats such as games, movies and interactive content. The highlight of the show: real-time virtual content adapts to the movements of the car. From June 2022, Audi models equipped with the latest Modular Infotainment Platform (MIB 3) update will be compatible with holoride. This new technology is presented at the South by Southwest festival.® (SXSW) in the USA. Visitors will be able to detect a holorid in a moving vehicle.

Passengers will be able to take advantage of the time spent transferring from point A to point B in the future to experience an exciting and fun holoride adventure. From June 2022, people sitting in the back of an Audi will be able to watch movies, video games and interactive content much more realistically thanks to VR glasses. Driving a car will become a multi-modal gaming experience.

The technology will be showcased at the South by Southwest Music, Film and Technology Festival.® (SXSW) in Austin, Texas, where visitors can circulate in the back of Audi’s all-electric vehicles. holoride is closely associated with South by Southwest and has won the prestigious SXSW Pitch 2021 in the Entertainment, Games & Content category, as well as the Best in Show award.

holoride creates an immersive experience

Behind holoride is a technology that adapts virtual content to the movements of the car in real time: for example, if the car starts a right turn, the spaceship in the imaginary world will also turn right. If the car is accelerating, the spacecraft is also accelerating. Launched by Audi, the development of this innovative VR or XR (Extended Reality) technology is being promoted and marketed to various manufacturers by technology startup holoride.

With its approach, the Munich-based startup is creating an entirely new category of media it calls “elastic content”, i.e. content that adapts to vehicle movements, journey times and routes. The result is an immersive experience at an unprecedented level of quality.

From June, a large number of Audi models will be compatible with Holoride.

Starting in June, various models equipped with the third generation Modular Infotainment Platform (MIB 3) and the latest version of the software group will be compatible with holoride. In particular, these will be the Audi A4, A5, A6, A7, A8, Audi Q5, Q7, Q8, Audi e tron ​​and Audi e-tron GT quattro. From June, the mentioned Audi models will be holo-ready in the entire European market, as well as in Canada, the USA, Japan and China. Availability of holoride itself may vary depending on each market. The startup’s new technology will be launched in Germany, the UK and the US market. Other markets will come later.

To use holoride, a specially designed virtual reality headset must be connected to the vehicle. Wireless connection via Bluetooth Law Energy (BLE).

holoride: already a colorful story

Haloride was first introduced at CES 2019 (Consumer Electronics Show) in Las Vegas. In collaboration with Disney Games and Interactive Experiences, holoride has brought the VR gaming experience from the Marvel Universe to cars. In addition to other activities and demos, holoride visited other production and game studios during road show California, between Los Angeles and San Francisco to showcase the technology to potential partners. Visitors to the IAA 2021 in Munich, under the apt slogan “Let’s talk about progress”, were among the first to be able to go on demonstration runs with the holorid. Visitors to the Salzburg Festival were also able to enjoy a ride in an Audi e-tron and travel through the musical eras of the city of Salzburg in search of the young Mozart.

Autonomous driving opens up new avenues

In the future, progressive automation of car travel will not only enable new types of entertainment on the road, but will also provide more and more opportunities for learning and working on the road. When drivers no longer need to focus on driving, they can focus on other things: work, reading, watching movies or playing. Motion-synchronized travel through virtual worlds with holoride also reduces the common motion sickness that passengers often experience when reading a book or enjoying audiovisual media on electronic devices such as tablets.

For users, the cockpit will become a space of personal freedom, and for designers, a new design hub. After all, the design process begins with the question: who will sit in the new model and what will they want to do with it?

In the future, designers will no longer design cars from the outside in, but from the inside out. And so customers literally become the center of attention.

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