Las Vegas – Having hinted at its new collaboration with Disney as a first-of-its-kind media format, Audi has now officially launched its in-car virtual reality (VR) system.
The demo, entitled Marvel’s Avengers: Rocket’s Rescue Run, is designed to be played while the vehicle is moving. Dubbed ‘elastic content’, the VR experience will be tailored to last for the duration of each journey and will be able to pick up cues such as when the car stops at a traffic light or turns a corner, translating this into the game’s narrative. In addition, the content will also be tailored to suit the terrain the car is driving in, so if the car were to be driving through a desert the VR would take place in a similar location.
While Audi played a pivotal role in creating this new entertainment category, it announced that Holoride, a start-up in which it owns a minority stake, will spearhead the project and help to launch it to market.
As the Ride-share Market matures and the mainstream introduction of autonomous vehicles draws ever closer, automotive brands are thinking up new ways to transform the car into an entertainment hub by collaborating with established content producers.