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Audi’s Virtual Reality Experience Moves With The Car

10 January 2019

Auto companies have been using virtual reality (VR) to improve and streamline the manufacturing process as well as the helping pick and customise their new cars before purchase.

Using an e-tron battery-electric SUV as a test vehicle, second-row passengers are transported into outer space, where they are aboard the ship manned by Marvel Studios' Guardians of the Galaxy, including Rocket, as it navigates an asteroid field.

For CES, Audi installed the system in an e-tron SUV. In the future, backseat passengers will be able to experience movies, video games, and interactive content even more realistically using virtual reality glasses. The technology requires virtual reality glasses, and "adopts virtual content to the movements of a vehicle in real time".

With some people experiencing feelings of nausea when using VR, the idea of strapping on a headset in the back of a moving vehicle might sound a bit vomit-inducing, but Audi said this sensation is avoided by matching the car's movements.

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"The idea is to give people something interesting to do when they're riding as a passenger in a vehicle", says Audi head of digital business Nils Wollny. Audi went as far as co-founding a start-up named Holoride to get its in-car VR niche running, aiming to get content developers to create "extended reality formats" such as arcade games, space exploration simulations and educational trips through historical cities. The game, developed by Disney Games and Interactive Experiences, takes passengers onboard a ship crewed by the Guardians of the Galaxy and pairs them with Rocket in the cockpit as they attempt to make their way through an asteroid field.

Audi expects to bring the technology to market within three years.

"Audi, Marvel and Disney Games and Interactive Experiences are celebrating Marvel Studios' 10th anniversary with an Avengers experience that combines world class content and innovative technology", stated Mike Goslin, Vice President of Disney Games and Interactive Experiences. The two have been in cahoots for some time now, all the way back to when the R8 appeared in 2008's Iron Man. For example, stopping at traffic lights could introduce unexpected obstacles in a game or interrupt a learning program with a quiz. "While this CES demo was developed purely in the spirit of exploration and experimentation, we are constantly evaluating emerging technologies to enhance our stories and experiences".

Audi’s Virtual Reality Experience Moves With The Car