The aim of the joint project of Porsche and Holoride is to immerse the passengers of a car in virtual worlds of entertainment. To this end, VR glasses were coupled with sensors in the vehicle, so that the audiovisual contents were adapted to the driving movements of the car in real time: If, for example, the car drives around a curve, the direction of the space shuttle in which one is located virtually in the presentation also changes. The result is a highly immersive experience that is even supposed to reduce the symptoms of travel sickness.
In the future, the system will also be able to evaluate navigation data and adapt the length of a VR game to the calculated driving time. The technology can also be used to integrate other entertainment offerings such as videos or virtual conferences for productivity in the passenger seat.
Nils Wollny, CEO of Holoride, founded the start-up in Munich at the end of 2018 together with Marcus Kühne and Daniel Profendiner. As part of the Startup Autobahn innovation platform, the company has now demonstrated that the Holoride software for motion-synchronous real-time generation of Virtual Reality (VR) and Cross Reality (XR) content works with manufacturers’ vehicle data.
The holoride software makes it possible to offer “Elastic Content”: a new form of media specially designed for use in vehicles. The content adapts to travel time, movement and context. The business model of the start-up follows an open platform approach, so that other car manufacturers and content producers can also benefit from this technology.
Over the next three years, Holoride plans to bring this new entertainment type to the markets using commercially available VR glasses for rear-seat passengers. With the further expansion of the Car-to-X infrastructure, traffic could also become part of the experience in the long term: Stops at traffic lights would then be visualized as unexpected obstacles in the action or would – for example – interrupt a learning program with a short intermediate quiz.
Porsche, among other OEMs, has been a partner of the innovation platform Startup Autobahn since the beginning of 2017. It offers an interface between industry-leading companies and young technology companies in the Stuttgart region (where Porsche, as well as Daimler and Bosch are based). In the six-month programs, corporate partners work together with startups to develop prototypes in order to evaluate possible further cooperation between the parties, testing technologies and initiating production-ready implementations. Several companies have joined forces, including Porsche, Daimler, the University of Stuttgart, Arena 2036, Hewlett Packard, DXC Technology, ZF Friedrichshafen and BASF.