Hyundai Motor Company has announced
a new strategic investment into Swiss deep-tech startup WayRay AG to expedite
the development of holographic augmented reality (AR) navigation system for
future vehicles, aiming to implement it to its mass-produced vehicles as early
This partnership will help
Hyundai achieve its vision for future mobility, whilst providing drivers with a
brand-new value, merging state-of-the-art visual technology and in-vehicle
“WayRay has remarkable
expertise in both hardware and software development for holographic AR display
systems. The Hyundai-WayRay collaboration will help us establish a brand new
eco-system that harnesses AR technology to enhance not only navigation systems,
but also establish an AR platform for smart city and smart mobility, which are
Hyundai Motor Group’s new business interests which will provide innovative
customer experiences,” said Dr. Youngcho Chi, Chief Innovation Officer and
Executive Vice President of Hyundai Motor Group.
WayRay’s holographic AR solutions
create a true augmented reality experience where virtual objects are seamlessly
integrated into a vehicle’s interior environment. Compared to conventional
head-up displays (HUD) available in the market, WayRay’s technology boasts a
smaller projection system that provides a clearer image, which can be installed
in almost any vehicle.
Its exceedingly wide field of
view allows for displaying more virtual objects at a comfortable distance for a
driver’s eyes. It has no restriction in display size parameters, and can even
project a display that covers the entire front windshield. The technology can
also be integrated with the vehicle’s side windows to provide passengers with a
variety of infotainment services. There are currently no other technologies
capable of reaching those parameters.
There are limitless
possibilities for how this technology can be utiliszed in the automobiles.
Traffic information can be displayed on the road through the windshield, so
drivers can maintain their focus on the road ahead, which will improve road
safety. It can provide improved driving directions based on the car’s speed,
including real-time information about crosswalks, pedestrians, roads and
In future, if incorporated
with autonomous driving technology that is hyperconnected to the road and
neighboring vehicles, the technology will be able to display further
information about the surrounding environment for the driver.
WayRay was established in 2012
and has quickly positioned itself as the leading holographic AR technology
company in the world. The company is headquartered in Switzerland and operates
its R&D center in Russia.
Source: Hyundai Motor Company
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