Audi-backed Holoride launches in China

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Audi-backed Holoride, the German startup that produces virtual reality (VR) experiences for car manufacturers, has launched in China.

Holoride launched its Chinese brand at CES Asia in Shanghai last week. The German startup will be known as 浩乐行 (HAO LE XING/“amazingly happy journey”) in China.

The German startup’s unique selling point is connecting VR content with data points from the vehicle in real time. These data points include physical feedback like acceleration and steering, traffic data, as well as travel route and time.

Its technology technology “significantly reduces motion sickness, opens up for a new layer of immersion in games or educational journeys, and creates a stunningly immersive experience”.

Hololride gave CES Asia attendees the opportunity to try two new experiences in an Audi A8L fleet on an exclusive track.

The new experiences created for the Chinese market, Drive Drive and Cosmic Chase, were produced in-house in partnership with special effects company Mackevision.

In Dive Drive, the passenger occupies a submarine capsule and encounters dolphins, manta rays and a blue whale. The educational content features a voiceover that provides information on marine life and explains its habits and living conditions.

Cosmic Chase sees the passenger take on the role of a space rookie on their first mission to destroy an enemy’s communications network.

Steffen Bärenfänger, global creative lead of Mackevision, said: “It is amazing to be one of the first creative content studios to work with the alpha version of the Holoride SDK. We are literally breaking new ground in the segment of in-car-entertainment and real-time 3D—technologically as well as creatively.”

Nils Wollny, chief executive officer and co-founder of Holoride, which launched in 2018, said: “After our successful company launch at CES in Las Vegas this year, CES Asia is the perfect opportunity to enter the Chinese market. Our approach is to become the leading platform for immersive, motion-synchronized in-vehicle experiences—and the Chinese market is a key piece to this aim.”

Watch the video below to see Wollny’s keynote speech at CES Asia:

Image credit: Holoride