How about replacing the old ways of looking out from windows and enjoying the VR glasses while you are riding joyfully on your new AUDI back car seat?
Well yes, and it has also been a realistic dream.
A virtual reality experience in your car itself. As launched in the summer of 2022, Audi becomes “the first manufacturer to transform the automobile into an experience platform for virtual reality”, as released by the Audi media center.
The backseat passengers can immerse themselves in various media formats such as games, films, and interactive content as they put on virtual reality glasses. An amazing thing about virtual content is its ability to adapt to the driving movements of the car in real time.
Audi models become the latest upgrade for the modular infotainment toolkit (MIB 3) and it will be capable of Holoride. A new media category has been established by the Munich-based startup known as “Elastic Content”. The content as per the driving movements, journey time, and driving route adapt.
Holoride can be used with a virtual headset that is enabled when it is connected to the vehicle. Bluetooth Low Energy (BLE) is used as a wireless connection.
At CES 2019(Consumer Electronics Show), Holoride was first presented in Las Vegas in cooperation with Disney Games and Interactive Experiences. A VR game experience from Marvel Universe was also implemented for the cars.
Even it opens a new pathway for Autonomous vehicles in the coming future, where drivers also can enjoy the features of Holoride when there is no need for driving. The driver can turn their attention to things like work, reading, watching films, or gaming.
Holoride was founded in 2018 by Nils Wollny, Marcus Kuehne, and Daniel Profendiner. The company is focused on connecting Extended Reality (XR) content in real-time with motion and location-aware vehicle data, such as physical feedback and navigation for creating hyper-immersive XR content and experiences for passengers.
The features are not for free but the startup also enters the market of blockchain and uses the power to launch its cryptocurrency called RIDE to supercharge its content ecosystem, drive engagement, and create value among the participants.
The car manufacturers, content creators, brands, and passengers are all connected with the ride token for an innovative in-vehicle experience economy.
Holoride raised €10 million in its Series A funding round in April 2021. It was led by Terranet AB. The company earned a €30 million valuation. In 2021, Holoride also won the prestigious SXSW Pitch and was named Best in the Show. The company has been recognized as one of the “100 Best Inventions of 2019” by TIME Magazine and is part of the global innovation platform “ STARTUP AUTOBAHN powered by Plug and Play.”