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01/07/19
Las Vegas/Ingolstadt
Culture and Trends
Audi turns the car into a virtual reality experience platform at CES

Audi turns the car into a virtual reality experience platform at CES and presents a technology that adopts virtual content to the movements of a vehicle in real time.
Audi turns the car into a virtual reality experience platform at CES and presents a technology that adopts virtual content to the movements of a vehicle in real time.
  • Audi e-tron takes backseat passengers on adventure through outer space
  • Technology combines VR content with vehicle movements in real time
  • Debuts “Marvel’s Avengers: Rocket’s Rescue Run” futuristic prototype created with Disney Games and Interactive Experiences for CES showcase
  • Start-up company, holoride, to establish new entertainment category via open platform

Audi is redefining in-car entertainment at the Consumer Electronics Show (CES) in Las Vegas. In the future, backseat passengers will be able to experience movies, video games, and interactive content even more realistically using virtual reality glasses. The premium brand is presenting a technology that adopts virtual content to the movements of a vehicle in real time: If the car drives through a right turn, the spaceship in the experience does the same, for example. Through a subsidiary, Audi Electronics Venture GmbH, Audi has co-founded a start-up company, holoride GmbH, which will commercialize this new form of entertainment via an open platform that will be made available to all carmakers and content developers in the future.

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