As Audi and other carmakers have seen, ride-hailing companies like Uber and Lyft are part of a broader trend of replacing personal auto ownership with "mobility as a service" (MaaS), especially as the "passenger economy" is forecast to become a $7 trillion market by 2050, according to a study by Intel and Strategy Analytics.
In "Marvel's Avengers: Rocket's Rescue Run", passenger players are flying through an asteroid field together with Rocket - and the Audio e-tron becomes the virtual embodiment of the Guardians of the Galaxy ship. Audi is demonstrating the concept game in its 2019 E-Tron, the German carmaker's first fully electric SUV.
However, the Virtual Reality experience is not only limited to just giving a wider view to the rear occupants in the vehicle but also will enable backseat passengers to watch movies, play video games, and experience interactive content even more realistically using virtual reality glasses. This latest Virtual tech by Audi adopts virtual content to the movements of a vehicle in real time.More news: Lenovo's Smart Clock is an adorably tiny display with Google Assistant
The VR game shown at CES is only a proof of concept, as the technology could be used virtually for whatever its creators want, from playing movies to educational programs that react to the auto coming to a halt.
It's the co-founder of a company called holoride, which has developed technology that mirrors the movements of a real auto in real-time VR.
"Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure", says Nils Wollny, head of digital business at Audi, and future CEO of holoride. Audi went as far as co-founding a start-up named Holoride to get its in-car VR niche running, aiming to get content developers to create "extended reality formats" such as arcade games, space exploration simulations and educational trips through historical cities. If the e-Tron accelerates, so does the VR you.More news: Larry Ellison’s Big Tesla Stake Is Mostly Old News
Audi has always followed its tagline "Vorsprung Durch Technik" which in English translates to "Improving Through Technology". The two have been in cahoots for some time now, all the way back to when the R8 appeared in 2008's Iron Man.
"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.More news: Mysterious radio signals from deep space detected