Audi Demonstrates In-Car VR At CES With Marvel-Themed E-Tron

  • Audi Demonstrates In-Car VR At CES With Marvel-Themed E-Tron

Audi Demonstrates In-Car VR At CES With Marvel-Themed E-Tron

Audi's VR experiment consists of a set of virtual reality goggles that take the human mind into a game titled Marvel's Avengers: Rocket's Rescue Run.

vehicle 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.

Wearing VR glasses, the passenger in an Audi e-tron is transported into a fantastical depiction of outer space: The Audi e-tron now functions as the ship manned by the Guardians of the Galaxy, as the passenger makes their way through an asteroid field together with Rocket, a character that will appear in Marvel Studios' Avengers: Endgame in spring 2019. Then, if the e-tron accelerates, the ship replicates that motion as well - and so on. Those in-car activities for passengers may include VR or augmented reality (AR) experiences such as video games, guided tours through historical cities or other educational content that's tied to the car's movements and surroundings. If the auto turns a sharp corner, for example, the player goes around a spaceship in the virtual world. If the vehicle makes a left turn, for instance, the spaceship in the VR experience does the same thing.

This time around, the German carmaker has co-founded a new start-up company called Holoride GmbH which has developed this technology and will be working as a new tech research division for Audi.

The experience itself now requires a VR headset and that you sit in an Audi e-tron crossover, which will virtually transform into a spaceship aesthetically reminiscent of Guardians of the Galaxy's vehicular counterpart.

Audi will be licensing this technology to holoride, which in turn will create an open platform for developers and other carmakers to build their own experiences. "We can only develop this new entertainment segment by adopting a cooperative, open approach for vehicle, device and content producers". Holoride is creating a software development kit (SDK) for the tech and will launch the entertainment system within the next three years to work with VR headsets, per the announcement.

"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", Mike Goslin, VP of Disney Games and Interactive Experiences, said in a statement.

The future expansion of car-to-X infrastructure could take things even further, with traffic events becoming part of the experience.