Virtual reality is set to launch in series production cars this summer, starting with Audi sedans and SUVs.
Holoride announced Saturday at the SXSW tech, music and film conference in Austin that its headset-based virtual-reality entertainment system will debut in June in some Audi models with the latest MIB3 software. The announcement is a milestone for the startup that spun out of Audi several years ago; It also indicates a growing interest among automakers to find new ways to capture consumer attention.
The Holoride system connects the physical world of rear seat passengers with augmented reality for speed-synchronous travel as the car moves. The system is brand agnostic, which means other automakers may support it as well.
Holoride’s partnership with Swedish ADAS software development company Terranet allows the VR system’s sensor and software stack to quickly and accurately capture and interpret the environment. Terranet’s VoxelFlow system calculates VR movement based on data points received from the car.
The software for creating virtual-reality content for cars is also open source, allowing developers to create and eventually cash in on the content.
For now, the only additional cost for using a VR system is a headset, but there is immense potential for carmakers and developers to generate revenue from car owners by selling subscription services or charging for certain features. According to the Allied Market Research report, the global automotive AR and VR market is projected to reach $674 million by 2025.
Bringing VR entertainment to series production cars is also an initial step toward developing the type of content passengers can consume when driverless cars arrive. Holoride and Audi, which is part of the Munich-based VR company, expect to make an early claim in the tech stack of autonomous cars — and near-term potential to capture more revenue from their human-powered vehicles.
The future market opportunities for in-car content and entertainment are huge because once driverless cars are introduced, everyone will become a passenger, argues Holoride.
Being the first also gives them the opportunity to establish a new media category called Holoride “elastic content.” Whether you’re driving a flying saucer or submarine from behind a headset, the VR system adapts to car movements so that your VR journey can mimic the car’s accelerations, turns and stops.
According to Holoride and Audi, the opportunities are limitless. Travelers will be able to buy or collect NFTs backed by Elrond’s blockchain while visiting the virtual world. Location-based games can connect virtual worlds to locations or events in the physical world, such as Pokémon Go.
Of course, motion sickness is a major concern in VR. Holoride says that syncing up with vehicle movements tends to reduce symptoms.
The Munich-based company, which raised $12 million last year for a $30 million valuation, debuted a prototype of the VR system at CES in 2019, taking reporters for a spin around Las Vegas Motor Speedway. The colorful, virtual reality world was created with Disney and other partners. Some journalists felt dizzy, while others felt fine.
Holoride announced Saturday at the SXSW tech, music and film conference in Austin that its headset-based virtual-reality entertainment system will debut in June in some Audi models with the latest MIB3 software. The announcement is a milestone for the startup that spun out of Audi several years ago; It also indicates a growing interest among automakers to find new ways to capture consumer attention.
The Holoride system connects the physical world of rear seat passengers with augmented reality for speed-synchronous travel as the car moves. The system is brand agnostic, which means other automakers may support it as well.
Holoride’s partnership with Swedish ADAS software development company Terranet allows the VR system’s sensor and software stack to quickly and accurately capture and interpret the environment. Terranet’s VoxelFlow system calculates VR movement based on data points received from the car.
The software for creating virtual-reality content for cars is also open source, allowing developers to create and eventually cash in on the content.