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Audi spin-out launches in-car virtual reality

By Ramla Soni

Ford and Universal Pictures collaborate with car maker to create VR adventures for passengers in a moving vehicle

Audi spin-out launches in-car virtual reality

Holoride, the Audi spin-out, has partnered with Ford and Universal Pictures to showcase the world’s first in-car virtual reality experience.

The young company allows gaming partners such as Disney to create VR experienced by a passenger wearing a headset in a moving vehicle.

Holoride takes data from the car, including GPS, navigation route, steering angle and g-forces from acceleration. It then translates them in real time into a virtual environment.

When the car goes from 0-60mph and takes a corner, the passenger’s virtual environment accelerates and takes the turn, too — but in a fictional world such as space or underwater.

The VR experience, called “Bride of Frankenstein”, is being launched free to the public between October 14 and November 9 at Universal CityWalk in Hollywood.

The adventure experience will incorporate virtual monsters and obstacles to overcome. It is all mapped to the ride inside a 2020 model Ford Explorer SUV, the companies announced.

Founded in 2016, Holoride has gained high-profile content partnerships with Disney, Schell Games and Mackevision.

Ford Motor Co
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