Uploaded January 2019 | Updated September 2026, 2 weeks ago

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At CES 2019 Audi showed off a VR game called Marvel's Avengers: Rocket's Rescue Run, is the first demo product from Holoride, a new startup in which Audi will hold a minority stake. in the back seat of an Audi E-Tron crossover, wearing an Oculus Rift virtual reality headset, Rocket encouraged me to "shoot" asteroids and rival drones as I "flew" through an outer-space environment.

Audi and Disney are working together to produce a new media format, which aims to bring virtual reality cars. The VR experience is intended to match, visually, what the passengers feel as they ride: If the car turns, accelerates or brakes, the VR environment will do the same thing. And the "experience" -- whether it's a game or a movie or something else -- will be automatically tailored to the length and movements of your drive route.

Holoride will offer something called "elastic content," automatically generated to suit each journey. A movie streamed on your iPad might be longer or shorter than your actual drive, but every one of Holoride's experiences would automatically match up to the length of a route programmed in the car's navigation system.

In one demo, passengers "see" a cartoon-like, brightly colored town with intersections that match up to the real-world intersections the car is driving past. In another mock-up, users "fly" through a prehistoric landscape and turn left or right, soaring over dinosaurs, as the real-world car steers along the road.

If you’re someone who gets car sick because the visual cues match the car’s real world movements you’re less likely to get sick.

We’re excited to see what this spin off start up from Audi comes up with, for now their first demo knocked our virtual socks off.