From the outside, it looks as though I’m in the back seat of a new Audi e-tron, being driven around Speed Vegas for roughly two laps. Look closer, though, and I’m not making awkward small-talk with my driver: instead, I donned a set of Oculus Rift virtual reality glasses, was handed a controller, and set to work being among the first to experience Holoride’s vision of next-gen in-car entertainment.
That I was in an Audi was no coincidence. Holoride began as a project within the automaker, as it explored potential ways to supercharge the cabin experience in its future models. Turns out, that’s an idea that has some serious legs, and so Holoride has been spun out as a startup in its own right, with Disney getting involved, along with Marvel, and some sizable ambitions.
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