Search

The latest feature is holoride.² If desired, it transforms every ride in a wide range of Audi models into an action-packed experience for passengers. The beginnings of in-car entertainment go back such a long way that some of the audio carriers and players have almost disappeared by now. Ralf Friese, Audi historian, Audi Tradition Audi Urquattro:¹ It left its mark on the 1980s with its spectacular design. ¹ Vehicle is no longer offered for sale. ² To enjoy the holoride experience, passengers need the “Pioneers’ Pack” starter package and a holoride-capable Audi vehicle from the A4, A5, A6, A7, A8, Q5, Q7, Q8, Q8 e-tron model lines (electric power consumption (combined) in kWh/100 km: 24.4–20.1 (WLTP); CO₂ emissions (combined) in g/km: 0*), Audi e-tron, Audi e-tron Sportback and Audi e-tron GT quattro (fuel consumption (combined) in kWh/100 km: 21.6–19.6 (WLTP); CO₂ emissions (combined) in g/ km: 0*). The prerequisite is the 2023 model year and the third-generation modular infotainment matrix (MIB 3). * Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment.

One of the first vehicles to be so, the new Audi Q8 e-tron is holoride-capable thanks to the modular infotainment kit (MIB 3). Rear seat passengers can put on virtual-reality glasses (VR glasses) and immerse themselves in games, films, and presentations, making car rides a multimodal experience. The main attraction: virtual content adapts to the driving movements of the car in real time. For example, if the car is taking a right turn, the spaceship in the imaginary world will also fly to the right. If the car accelerates, the spaceship speeds up too. In other words, the car’s driving dynamics are integrated live into the virtual experience permitting passengers to experience various media formats including games, films, and interactive content is even more intensive. Holoride combines the displayed content in real time with relevant data points from the car, like acceleration and steering movements as well as navigation data about the route and trip time. Additionally, the movement-synchronized journey through virtual worlds reduces the motion sickness that often accompanies conventional enjoyment of visual media in the car. Initiated by Audi, development of this innovative VR or XR (extended reality) technology is being advanced and commercialized for different manufacturers by the tech entertainment start-up holoride. Audi is the first manufacturer worldwide to introduce virtual-reality entertainment from holoride into its vehicles. All terms marked in the text are explained in detail in the technology lexicon at www.audi-mediacenter.com/en/technology-lexicon. The equipment, data and prices specified in this document refer to the model range offered in Germany. Subject to change without notice; errors and omissions excepted.

The brand with the four rings returns to Las Vegas with a customer solution of the holoride prototype from 2019 Exclusive preview of the game “Pixel Ripped 1995: On The Road” Audi will be represented at the CARIAD pavilion The brand with the four rings has delivered. At the 2019 Consumer Electronics Show (CES), Audi announced it would transform its vehicles into an experience platform for virtual reality (VR). Selected models have been “holoride-ready” since the summer. Audi will return to CES Las Vegas from January 4 to 6, 2023, to offer media professionals and trade show visitors current content and a new VR game through “experience rides”. Following the launch in Germany, the VR entertainment offering will become available in other European markets next year. Audi is the first car manufacturer in the world to bring virtual reality entertainment by holoride to series production. At CES 2023, visitors can experience rides in the rear of an Audi e-tron and e-tron Sportback. The Audi Hub at the Waldorf Astoria will be their starting point. Behind holoride is a new technology that adapts the virtual content to the car’s driving movements in real time. For example, if the vehicle takes a right turn, the spaceship in the virtual world will also fly to the right. If the car accelerates, the spaceship speeds up, meaning a ride in the car becomes a multimodal gaming event. An added bonus is that by synchronizing the user’s visual and felt experiences, holoride reduces the risk of motion sickness, which many passengers experience when watching movies or other dynamic content in a moving car. In-car entertainment redefined Audi initiated the development of this innovative VR or XR (extended reality) technology for backseat passengers, presenting it for the first time at CES 2019. The novel form of entertainment received numerous trade show awards.

By leveraging real-time motion data from the vehicle combined with dynamic content, the Pioneers’ Pack turns cars into mobile theme parks holoride, pioneer of extended reality in-vehicle entertainment, today announced the release of its game-changing platform in Germany. Coming to select Audi vehicles* in mid-November, the add-on package combines a high-end VR space with a moving car to create an experience that is like nothing before. Passengers will be whisked off into a variety of games and apps that all use live ride info to bring content to life in a completely new media paradigm, dubbed “Elastic Content.” Combining the immersive qualities of virtual reality with real-time vehicle data, holoride is an always-in-motion virtual space, or Motorverse, where riders can enjoy interactive and passive content that reacts to both them and the motion of the car. “Despite amazing advances in automotive technology over the last few decades, passenger experience and in-car entertainment has remained largely the same,” said Nils Wollny, CEO and co-founder at holoride. “With the introduction of holoride, we are not only elevating that stale experience; we are redefining how you spend your time on the go. I couldn’t be more excited for riders to finally enjoy the thrills of the Motorverse for themselves.” The integration of holoride into Audi select series vehicles is a continuation of holoride’s shared history with the German premium auto manufacturer. Since 2019, both Audi and holoride have showcased their ongoing partnership on different occasions, including CES 2019, IAA Mobility 2021, and SXSW 2022, where holoride’s vehicle integration with Audi was officially announced. "By integrating holoride in our models, we're redefining in-car entertainment," said Giorgio Delucchi, Head of Digital Experience/Business at Audi. "Through combining real-time vehicle data and virtual content, we're creating an entirely new customer experience.

All About Bits & Pretzels This year, many more experts and scientists will be on Audi’s stage – including holoride CEO Nils Wollny, nunam co-founder Prodip Chatterjee, and Prof. Lutz Fügener, Professor of Transportation Design at Hof University of Applied Sciences. Since 2014, Bits & Pretzels has brought together founders, startup enthusiasts, and investors. The full program is available on the organizers’ website.

Audi vehicles with the MIB 3 infotainment system will be holoride-capable from June 2022 Experience drives by the startup holoride with Audi at the South by Southwest music, film and tech festival New technology merges virtual-reality content with driving movements in real time Audi is the first automobile manufacturer in the world to bring virtual-reality entertainment from holoride into series production. Beginning this summer, back seat passengers can put on virtual reality glasses (VR glasses)* and immerse themselves in various media formats such as games, films and interactive content. The main attraction: The virtual content adapts to the driving movements of the car in real time. From June 2022, Audi models with the latest upgrade of the modular infotainment toolkit (MIB 3) will be holoride-capable. The new technology will be introduced at the South by Southwest® (SXSW) festival in the United States. Visitors there will be able to experience holoride in a moving vehicle. In the future, passengers will be able to use the time on the way from point A to point B for a thrilling game experience. From June 2022, passengers in the back seat of an Audi will experience films, video games and interactive content much more realistically using VR glasses. A car ride will become a multimodal gaming event. The technology will be introduced at the South by Southwest® (SXSW) music, film and tech festival in Austin, Texas, and visitors will be able to take drives in the back seats of fully electric Audi vehicles. holoride is closely associated with South by Southwest, and won the prestigious SXSW Pitch 2021 in the category “Entertainment, Gaming & Content” as well as the “Best in Show” award. holoride creates immersive experiences Behind holoride there is a technology that adapts virtual content to the car’s driving movements in real time: For example, if the car is taking a right turn, the spaceship in the imaginary world will also fly to the right.

Beginning in the summer of 2022, Audi will become the first manufacturer to transform the automobile into an experience platform for virtual reality Audi is the first automobile manufacturer in the world to bring virtual-reality entertainment from holoride into series production. Beginning this summer, back seat passengers can put on virtual reality glasses (VR glasses) and immerse themselves in various media formats such as games, films and interactive content. The main attraction: The virtual content adapts to the driving movements of the car in real time. From June 2022, Audi models with the latest upgrade of the modular infotainment toolkit (MIB 3) will be holoride-capable. The new technology will be introduced at the South by Southwest® (SXSW) festival in the United States. Visitors there will be able to experience holoride in a moving vehicle. Further information Virtual reality entertainment holoride on the road to series maturity Audi is making the history of the Salzburg Festival “experienceable”

The entire company thanks him for his exceptional achievements and great personal commitment to the Four Rings and will remember him with respect and gratitude. 5 Il lu st ra ti o n s: C 3 V is u al L ab S trateg y P ro d u cts & S ervices O p eratio n s & In teg rity V alu e C reatio n & P ro d u ctio n E m p lo yees & S o ciety A p p en d ix In tro d u ctio n Outlook for 2022 From inventions such as Holoride, which offer customers a whole new experience in their Audi, to the launch of new platforms and the expansion of the model range in China: 11 Audi employees describe their major projects for the coming weeks and months. “ This car reinterprets the Audi DNA” Anke Even, Project Manager in Technical Development “The first time I opened the driver’s door and took a seat in a development vehicle for the future Audi Q6 e-tron – that was a very special moment for me. I’ve been working on this project for five years. I saw the electric car for the first time in digital form in a CAD program in 2017. Since then, my anticipation of the finished model has been rising with every day that we get closer to the start of production. The Audi Q6 e-tron is impressive: It’s the first Audi to be built on the Premium Platform Electric (PPE). And for me, it reinterprets the Audi DNA. Its feel for drivers and passengers, its innovative technology and its design make it truly unique in its segment. What’s also important: The Audi Q6 e-tron marks the arrival of electric mobility at Audi’s home base in Ingolstadt and shows what advantages PPE has with its Group-wide synergies in procurement, development and production.” Interviews: Sven Schulte-Rummel “I’m taking part in the ‘Digital Shift in Production and Logistics’ training program in Neckarsulm and hope to complete the program successfully by the end of 2022.