New experiences in the rear seat: Audi Experience Ride

Audi will present a pioneering concept that offers completely new experiences. Backseat passengers will be able to experience movies, video games, and interactive content even more realistically in the future using virtual reality glasses. The technology that will be presented adapts virtual content to the movements of the vehicle in real time. Audi is demonstrating the immersive futuristic technology for the first time at its CES showcase with an interactive in-car VR experience. Wearing VR glasses, the backseat passenger in an Audi e-tron (combined electric power consumption in kWh/100 km (62.1 mi)*: 26.2 –22.6 (WLTP); 24.6 - 23.7 (NEFZ); combined CO2 emissions in g/km (g/mi): 0)is transported into a fantastical depiction of outer space: The Audi e-tron now functions as the spaceship and the passenger makes their way through an asteroid field. Every movement of the car is reflected in the experience in real time. If the car turns a tight corner, the player curves around an opposing spaceship in virtual reality. If the Audi e-tron accelerates, the ship in the experience does the same.

This is made technically possible by means of high-precision localization that uses approaches from the field of automated driving. The VR glasses are connected to the car’s data bus system. The suspension control unit provides them with detailed information on the car’s movement, i.e. how it accelerates, brakes, and steers around corners. This movement data is transferred to the virtual world and thus to the spaceship. This adds fitting sensations of movement and acceleration to the visual image provided by the VR glasses that allow the backseat passenger to delve into the events of the game and entertainment.

In order to establish this new category of entertainment on the market as quickly and comprehensively as possible, Audi is taking a new approach: The premium brand has co-founded a startup named holoride GmbH, in which it holds a minority interest through the subsidiary Audi Electronics Venture GmbH, which developed the technology. Furthermore, Audi will license the technology to holoride. The startup intends to launch the entertainment offer for backseat passengers that uses commercially available standalone VR glasses on the market within the next three years. An open platform will allow carmakers and content developers to create and offer additional extended reality formats. From arcade games, underwater adventures, and space exploration to educational trips through historical cities or the human bloodstream, there are almost no limits to what is possible. The technology also allows backseat passengers to consume conventional movies, series, or presentations with a significantly reduced chance of experiencing motion sickness, as visual and sensory positional impressions are synchronized. In the long term, the continued expansion of car-to-X infrastructure could also see traffic events becoming a part of the experience: Stopping at traffic lights could introduce unexpected obstacles to a game or interrupt a learning program with a quick quiz. 


* Figures depending on the chosen equipment level

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.