Audi turns driving into a virtual reality experience

Audi, in partnership with Holloride, is the first automaker to introduce virtual reality entertainment in its models worldwide. Starting this summer, you can wear VR glasses as a passenger and immerse yourself in a number of media formats such as games, movies, and interactive content.

In addition, holoride’s virtual content adapts to the car’s driving movements in real time, giving you an entirely new interactive experience.

This virtual reality technology will be available from summer on all Audi models with the latest update to the MIB 3 infotainment system. The technology was first introduced last week during the South by Southwest (SXSW) festival in the US, where visitors can also experience the holoride for themselves.

flexible content

behind this holoride VR تجربة experience Hides technology that adapts virtual content in real time to the car’s driving movements. For example, if the car turns to the right, the spaceship in the virtual world will automatically fly to the right as well. If the Audi accelerates, the spaceship also opens the throttle. Started by Audi itself, this innovative virtual reality or XR (extended reality) technology is being developed by Munich-based startup Holloride (founded by former Audi employees).

The technology is described as “flexible content”: content that adapts to driving movements, travel time and the route to be driven. The result is a totally vibrant and innovative experience.

From the introduction of the third-generation MIB 3 modular infotainment system in June, the A4, A5, A6, A7, A8, Q5, Q7, Q8, e-tron and e-tron GT will be able to ‘run’ the holoride. Availability of holoride, which will first be available in Germany, the United Kingdom, and the United States, may vary by country.

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Sophie Baker

"Award-winning music trailblazer. Gamer. Lifelong alcohol enthusiast. Thinker. Passionate analyst."

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