Virtual reality is about 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 certain Audi models with the latest MIB 3 software. The announcement is a milestone for the startup that spun out of Audi several years ago; it also signals an increasing interest among automakers to find new ways to capture the attention of consumers.
The Holoride system intertwines backseat passengers’ physical world with augmented reality for a motion-synchronized journey as the car moves along. The system is brand agnostic, which means other automakers can support it, too.
Holoride’s partnership with Terranet, a Swedish ADAS software development company, allows for the VR system’s sensors and softwa …
