Porsche and Hyundai are investing in augmented reality in cars

The automotive giants have decided to significantly subsidize a startup called WayRay to create augmented reality technology for cars.

WayRay is a Swiss company that has been working on technology since 2012 to display images on car windows, which could have multiple applications. From providing useful information about the car’s surroundings, to functionality that turns driving a car into a kind of video game where we can race around a track against virtual opponents.

WayRay claims that it uses much smaller projectors than head-up displays for this purpose, so it can be used in far more cars, and to cast the image at a more comfortable distance for human vision.

The company has just managed to convince other corporations of the idea and raise 80 million dollars to continue its work – Porsche is the biggest contributor here, but Hyundai and Chinese Alibaba – the owner of AliExpress, a website popular in our country – have also made their contributions.

We would like to remind you that this is not the first time Porsche has cooperated with WayRay, as they have already been partners in the European Startup Autobahn program, which aimed at connecting car manufacturers with the right startups for them. Besides, the German company also supports other startup brands like Israel’s Anagig and Croatia’s Rimac.

But back to the point, the more compact form of WayRay’s hardware could be crucial for the small interiors of sports cars, where there really isn’t much room for new components, which is one of the factors that prompted Porsche to look into the solution. According to one of the giant’s board members, Lutz Meschcke, this will enable Porsche to provide “digital services” to its customers and expand its business beyond just manufacturing and selling cars.

And as we read in a statement by Hyundai’s head of innovation, Youngcho Chi, his company in turn is thinking of creating an entire ecosystem based on augmented reality covering not only in-car applications but also “smart cities and buildings”.

As for WayRay itself, the money raised is expected to allow it to change its status from a startup to a proper company and launch a pilot production line in Germany, as well as expand into other areas as well, such as smart homes or. the construction industry. Simply put, the company has ambitious plans, and we’ll look forward to the widespread implementation of its solution in cars, as it could bring a long-awaited breakthrough in driving and increasing road safety.

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