Hyundai Motor invests in WayRay, to develop holographic AR Navigation

SEOUL: Hyundai Motor Company today announced a new strategic investment in Swiss deep-tech startup WayRay AG to expedite the development of holographic augmented reality (AR) navigation system for future vehicles. Hyundai aims to implement the technology to its 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," said the company in a statement.

It said that the Hyundai-WayRay collaboration will help the automaker to harnesses AR technology.

“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,” said Dr Youngcho Chi, Chief 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 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," it added.

The automaker claimed that the new tech will allow the wide view of virtual objects at a comfortable distance for a driver’s eyes.

"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," it said.

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Key features of the technology:

* Traffic information can be displayed on the road through the windshield, so drivers can maintain their focus on the road ahead
* It can provide improved driving directions based on the car’s speed
* It will provide real-time information about crosswalks, pedestrians, roads and warning signs
* If incorporated with autonomous driving technology, it will be able to display information about the surrounding environment for the driver

Hyundai is expanding partnerships in various fields to further strengthen core technology vital to autonomous driving and explore new business opportunities within smart city infrastructure.