November 2, 2022 – holoride, a provider of extended reality (XR) in-vehicle entertainment technology, has recently announced the release of its platform in Germany. Coming to select Audi vehicles* in mid-November, the add-on package combines a high-end virtual reality (VR) space with a moving car to create an immersive experience for passengers. Passengers will be able to enjoy a variety of games and apps that all use live ride info to bring VR content to life in a completely new media paradigm, which the company has dubbed “Elastic Content.”
Combining the immersive qualities of VR with real-time vehicle data, holoride is an always-in-motion virtual space, or “Motorverse,” where riders can experience 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 first experience available to holoride users at launch will be “Cloudbreakers: Leaving Haven” from Schell Games, the studio that brought Among Us to VR. Leveraging holoride’s Elastic Content offering, the Cloudbreakers experience will see players guide a flying robot through the skies whilst gathering scrap and blasting A.I. sentries as they simultaneously travel to their real-world destination.
The immersive title was produced in partnership with Superconductor, a creative agency founded by Hollywood talents Justin Lin (Fast & Furious franchise) and Anthony and Joe Russo (Marvel Cinematic Universe). The Russo Brothers were also confirmed as advisory board members to holoride in 2020.
In addition to bringing new VR experiences to passengers’ rides, holoride also stated that it can create a more comfortable experience for users. Instances of motion sickness can be reduced thanks to the technology’s use of steering, braking, and acceleration data, which matches what riders see in VR with what they feel outside the Motorverse.
“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. A crucial cornerstone of the vehicle’s digitalization is developing the interior into a third living space. In this very personal space, living and working coalesce. holoride is another proof point in our roadmap.”
At launch, the holoride offering will be available as part of a “Pioneers’ Pack,” which is priced at EUR €699. The package is available now for customers in Germany at shop.holoride.com.
The Pioneers’ Pack includes:
- HTC VIVE Flow: lightweight and easy to wear VR glasses that supports holoride’s entertainment service;
- 8BitDo Pro 2 Gamepad: offers a familiar user experience in a classic controller design;
- Safety strap: connected to the seatbelt, the strap provides safety during unexpected events while driving;
- A one-year subscription to the holoride platform.
After the first year, holoride subscriptions will be available for a monthly fee (EUR €19.99 per month) or yearly upfront payment (equalling EUR €14.99 per month). Both options unlock access to an ever-growing content catalog, with further content to be added in subsequent weeks and months, according to the company. Additionally, the holoride browser and a phone mirroring feature will enable users to access their digital life to a 180-inch virtual screen, allowing them to stream shows and stay connected via social apps from within the holoride platform.
Starting with Germany, holoride stated that it will be adding further markets beginning with the US in early 2023, followed by more European and Asian markets in the course of the year. For more information on holoride and its’ virtual reality in-car entertainment platform, please visit the company’s website.
Image / video credit: holoride
*holoride-ready Audi vehicles include: Audi A4, A5, A6, A7, A8, Q5, Q7, Q7, Q8, Audi e-tron, Audi e-tron Sportback and Audi e-tron GT. Requirements to use holoride in Audi vehicles are as follows: MIB 3 with the latest Software Cluster (starting with model year 2023) and the option “Audi connect Navigation & Infotainment”. Moreover, the EFP control unit must be in place and the option ‘Remote Park Assist Plus’ must not be selected.
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.