Audi Uses Avengers: Rocket’s Rescue Run In-Car VR Experience to Demonstrate Technology at CES 2019

Audi is redefining in-car entertainment at the Consumer Electronics Show (CES) in Las Vegas. In the future, backseat passengers will be able to experience movies, video games, and interactive content even more realistically using virtual reality glasses. Audi is presenting a technology that adopts virtual content to the movements of a vehicle in real time: If the car drives through a right turn, the spaceship in the experience does the same, for example. Through a subsidiary, Audi Electronics Venture, Audi has co-founded a start-up company, holoride, which will commercialize this new form of entertainment via an open platform that will be made available to all carmakers and content developers in the future.

Audi is demonstrating the technology with “Marvel’s Avengers: Rocket’s Rescue Run,” an in-car VR experience for backseat passengers being brought to life by Disney Games and Interactive Experiences. 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.

holoride start-up will use an open platform to allow carmakers and content developers to create and offer additional extended reality formats. “Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure,” said Nils Wollny, Head of Digital Business at Audi, and future CEO of holoride. “We can only develop this new entertainment segment by adopting a cooperative, open approach for vehicle, device and content producers.”

holoride will provide a software development kit that serves as the interface to the vehicle data and transfers those into virtual realities, allowing developers to create worlds that can be experienced in-car with all of the senses. Since the visual experience and the user’s actual perception are synchronized, conventional movies, series or presentations can also be viewed with a significantly reduced chance of motion sickness. holoride intends to launch the new form of entertainment on the market within the next three years using standard VR glasses for backseat passengers. In the long term, the continued expansion of car-to-X infrastructure could also see traffic events becoming a part of the experience: Stopping at traffic lights could introduce unexpected obstacles to a game or interrupt a learning program with a quick quiz.