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With holoride’s virtual reality technology, travel time in the car no longer feels like a waste of time. For Ellada Kaufhold, there’s yet another benefit: Thanks to holoride, she no longer gets car sick.
With holoride’s virtual reality technology, travel time in the car no longer feels like a waste of time. For Ellada Kaufhold, there’s yet another benefit: Thanks to holoride, she no longer gets car sick.
Smiling, Ellada Kaufhold talks
about her childhood, when she wasn’t always the easiest passenger for her
parents. “I was pretty impatient in the back seat. Even on the shortest of
journeys, I often couldn’t stop myself from asking, ‘Are we there yet?’” Opting
for a book or a smartphone wasn’t really an option: “I couldn’t read or watch
videos without getting car sick,” Kaufhold explains.
Today, when she travels in the back seat of a holoride equipped Audi, she no
longer has this problem thanks to VR technology. Holoride is a tech start-up
co-founded by Audi that uses virtual reality to turn car rides into an
experience – putting a stop to boredom and motion sickness. “Holoride adapts
the VR content to the car’s movements, giving passengers the feeling of being
completely immersed in a virtual reality,” elaborates Kaufhold, who is
responsible for holoride’s content as Service Owner at Audi. “Provided the Audi
model comes with the necessary interface,” she adds, explaining that this is
the case with more and more vehicles on the market. The necessary equipment,
consisting of VR glasses and a controller, can be ordered directly via holoride
or the Audi partner in Germany and Austria (other markets to follow).
By combining the car’s movements with XR technology – an umbrella term
including virtual (VR) and augmented reality (AR) – holoride creates a digital
adventure inside the vehicle. Holoride calls this principle Elastic Content:
The real-time movement data of the vehicle, every steering, acceleration and
braking manoeuvre, harmonises with the content consumed via the VR glasses.
“This can be a skill game, a movie or even educational content,” Kaufhold
explains.
Ellada Kaufhold
Ellada Kaufhold has been at Audi for six years, and she has been responsible for the tech start-up holoride, which was co-founded by Audi, as Service Owner since August 2022.
Holoride offers VR games in select Audi models. Motion sickness may then be less likely to occur, as the car’s movements are becoming part of the game.
Ellada Kaufhold has been at Audi for six years, and she has been responsible for the tech start-up holoride, which was co-founded by Audi, as Service Owner since August 2022.
Holoride offers VR games in select Audi models. Motion sickness may then be less likely to occur, as the car’s movements are becoming part of the game.
Glasses on, reality off: Connected to the vehicle via Bluetooth, the holoride technology uses its motion data to provide a fascinating experience for passengers in the back seat.
Even if car passengers follow the same route every day, they experience different content with the VR glasses every time – because the journey in the real world is also different.
Glasses on, reality off: Connected to the vehicle via Bluetooth, the holoride technology uses its motion data to provide a fascinating experience for passengers in the back seat.
Even if car passengers follow the same route every day, they experience different content with the VR glasses every time – because the journey in the real world is also different.
Currently, holoride offers ten
games for entertainment and edutainment, i.e. educational content in
entertainment format. Ellada Kaufhold compares it to an exciting roller coaster
ride. “With holoride, we are turning vehicles into moving theme parks,” she
enthuses. An avid driver herself, Kaufhold also loves to switch to the back seat
occasionally to check out holoride’s content and to relax. However, she prefers
to stream movies or series via the holoride app. “In addition to the smartphone
mirroring function, which allows you to access content on YouTube or
from social media platforms, for example, there will be expanded and exciting features
for streaming video content in the future,” Kaufhold adds. “I absolutely love
that you can consume interactive and passive content. Such content is
particularly in demand in Asia, where people traditionally travel more in the
back seat,” she explains, highlighting the option of meditation and relaxation
exercises. “Mindfulness is another field that we are bringing to life with
holoride.” The Motorverse, as holoride calls the cosmos that is being expanded
piece by piece and from which users can choose their preferred content, is a
fascinating promise, according Kaufhold. Holoride provides new content on a
regular basis.
And as individual mobility continues to develop, Kaufhold adds, the
possibilities that Audi can offer with holoride can also very well expand. By
this, she means the opportunities that future developments in automated driving
will bring. “But until that happens,” Kaufhold goes on to say, “you just relax
in the back seat and immerse yourself in the content you want – a great remedy
for car sickness.”
The holoride technology is available in the Audi Q8 Sportback e-tron, as it is for all Audi models equipped with the third generation of the Modular Infotainment Building Kit and the latest software cluster.
The holoride technology is available in the Audi Q8 Sportback e-tron, as it is for all Audi models equipped with the third generation of the Modular Infotainment Building Kit and the latest software cluster.
