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Hyundai invests into WayRay to develop holographic AR navigation

Added: 20 September 2018

Hyundai Motor Company today announced a new strategic investment into Swiss deep-tech startup WayRay AG to expedite the development of holographic augmented reality (AR) navigation system for future vehicles, aiming to implement it to its mass-produced vehicles as early as 2020.

This partnership will help Hyundai achieve its vision for future mobility, whilst providing drivers with a brand-new value, merging state-of-the-art visual technology and in-vehicle infotainment systems.


"WayRay has remarkable expertise in both hardware and software development for holographic AR display systems. The Hyundai-WayRay collaboration will help us establish a brand new eco-system that harnesses AR technology to enhance not only navigation systems, but also establish an AR platform for smart city and smart mobility, which are Hyundai Motor Group’s new business interests which will provide innovative customer experiences."

Dr. Youngcho ChiChief Innovation Officer and Executive Vice President of Hyundai Motor Group

WayRay’s holographic AR solutions create a true augmented reality experience where virtual objects are seamlessly integrated into a vehicle’s interior environment. Compared to conventional head-up displays (HUD) available in the market, WayRay’s technology boasts a smaller projection system that provides a clearer image, which can be installed in almost any vehicle.

Its exceedingly wide field of view allows for displaying more virtual objects at a comfortable distance for a driver’s eyes. It has no restriction in display size parameters, and can even project a display that covers the entire front windshield. The technology can also be integrated with the vehicle’s side windows to provide passengers with a variety of infotainment services. There are currently no other technologies capable of reaching those parameters.

There are limitless possibilities for how this technology can be utilized in the automobiles. Traffic information can be displayed on the road through the windshield, so drivers can maintain their focus on the road ahead, which will improve road safety. It can provide improved driving directions based on the car’s speed, including real-time information about crosswalks, pedestrians, roads and warning signs.

In future, if incorporated with autonomous driving technology that is hyperconnected to the road and neighboring vehicles, the technology will be able to display further information about the surrounding environment for the driver.

WayRay was established in 2012 and has quickly positioned itself as the leading holographic AR technology company in the world. The company is headquartered in Switzerland and operates its R&D center in Russia.