Audi Demonstrates In-Car VR At CES With Marvel-Themed E-Tron

Bosch will present a concept model for its planned autonomous shuttle to the International Consumer Electronics Show which starts on Tuesday in Las Vegas

However, in the present day, the technology is more limited in its functionality, with Audi partnering with Disney Games and Interactive Experiences to a develop a VR game, Marvel's Avengers: Rocket's Rescue Run. Audi's foray into the world of virtual reality.

Using an e-tron battery-electric SUV as a test auto, second-row passengers are transported into outer space, where they are aboard the ship manned by Marvel Studios' Guardians of the Galaxy, including Rocket, as it navigates an asteroid field. When the e-tron electric SUV demo vehicle brakes and moves around, the digital spaceship mimics its movements as it flies through an asteroid field.

To launch the VR system commercially, Audi Electronics Venture co-founded a startup company, Holoride, which plans to license the virtual-reality entertainment platform - created to use standard VR glasses for backseat passengers - to other carmakers and content developers within the next three years.

Every movement the vehicle makes in real life is reflected in a virtual experience in real time.

"Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure", he said.

Augmenting the film's design choices atop Audi's tangible interiors, the experience also provides a virtual outer space scenery outside, while replicating the car's actual movements within the paralleling virtual scenario.

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The experience itself now requires a VR headset and that you sit in an Audi e-tron crossover, which will virtually transform into a spaceship aesthetically reminiscent of Guardians of the Galaxy's vehicular counterpart.

The carmaker co-founded a startup named Holoride that will license the VR technology from Audi.

So confident is Audi that it has struck gold that it set up a start-up tasked with turning the technology to be sold throughout the industry.

Holoride says it's planning to launch this "new form of entertainment" in the next three years for backseat passengers, using typical VR goggles.

"Audi, Marvel and Disney Games and Interactive Experiences are celebrating Marvel Studios' 10th anniversary with an Avengers experience that combines world class content and innovative technology", said Mike Goslin, vice president, Disney Games and Interactive Experiences.

The future expansion of car-to-X infrastructure could take things even further, with traffic events becoming part of the experience.

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