Hyundai invests in WayRay to develop holographic navigation

Hyundai Motor Company is investing in Swiss deep-tech startup WayRay AG to speed the development of a holographic augmented reality (AR) navigation system for future vehicles, aiming to introduce it in vehicles as early as 2020.

WayRay’s holographic AR solutions create a true augmented reality experience where virtual objects are seamlessly integrated into a vehicle’s interior environment.

Compared with conventional head-up displays (HUD) available in the market, WayRay’s technology has a smaller projection system that provides a clearer image, which can be installed in almost any vehicle, says the company.

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 utilised in the automobiles. 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, including real-time information about crossings, pedestrians, roads and warning signs.

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

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,” said Dr. Youngcho Chi, Chief Innovation Officer and Executive Vice President of Hyundai Motor Group.

“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,” he added.

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 has an R&D centre in Russia.

“As a deep-tech company, we are committed to creating fundamental innovations that bring us far beyond holographic AR displays and new interfaces.” Said Vitaly Ponomarev, CEO of WayRay. “We are proud to be recognised as a reliable partner able to meet the high standards set by investors like Hyundai.”

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.