AUDI welcomes HoloRide in-car VR feature this summer

by Anastasia Deripaska

You're in the backseat of a vehicle. It's a Monday evening, and you're coming back from work, going home after the day's hassle. What better way to comfort you than an Immersive game or movie? This is exactly what Audi has in store as they roll out vehicles that would support VR technology from June.

The technology will be unveiled at the South by Southwest (SXSW) music, film, and tech festival in Austin, Texas, and visitors will be able to take drives in the back seats of fully electric Audi vehicles. 

Elastic Content and Enjoyable Rides

In June, specific Audi models with the company’s MIB 3(modular infotainment toolkit) infotainment system, comprising the A4, A6, A8, Q5, and e-Tron GT, will be dispatched with the necessary software to sync with Holoride-compatible headsets.

The company is planning to support the feature first in Germany, the United Kingdom, and the US before making it ready for other markets.

A side attraction of this feature is the Elastic Content which means VR content that adapts to driving movements, journey time, and journey routes. Simply put, when immersed in an interactive video game, for example, the program adapts to the motions of the car. So, imagine if you're in a plane in the video game and it speeds up, so will your vehicle. This makes the experience more immersive and is less likely to lead to motion sickness.

HoloRide: A Brave New World

HoloRide was Founded in 2018 by Nils Wollny, Marcus Kuehne, and Daniel Profendiner. 

And with Audi, HoloRide connects Extended Reality (XR) content in real-time with motion and location-aware vehicle data, such as physical feedback and navigation, to create hyper-immersive XR content and experiences for passengers.

Autonomous Driving is opening new areas. In the nearest future, automation of car transport will give rise to new modes of entertainment which are feasible while driving. It will also open up many opportunities to learn and work on the road.


HoloRide has launched its cryptocurrency using the blockchain. It is called RIDE. With this, they aim to supercharge their content ecosystem, improve engagement, and create value among all participants. The RIDE token will unite car manufacturers, content makers, trademarks, brands, and passengers for a unique in-vehicle experience economy.