Volkswagen Invests in Cutting-Edge Augmented Reality Innovator SeeReal

Volkswagen has bought a minority stake in SeeReal Technologies to leverage its expertise in augmented reality (AR) for vehicle displays. This collaboration aims to enhance driving safety and convenience through advanced AR tech.

Imagine a future where potential road hazards are projected in 3D into the driver’s environment, controls are managed through suspended touchable displays, and phone calls or partners appear as holograms. Passengers could even play 3D games like Tetris in mid-air.

Currently, head-up displays show information in a limited space. However, with Volkswagen’s electric ID.3, set to launch in 2020, data will be projected directly into the driver’s field of vision, interacting with their surroundings via an augmented reality display. Future versions of these displays could blend 3D visuals seamlessly with the real world, offering new ways to present information both near and far from the driver. This technology could eventually replace traditional dashboards, with vehicles being controlled through virtual switches and displays. Everyone in the car could use touchable 3D displays for interacting and accessing information.

SeeReal Technologies is leading this innovative research, and Volkswagen sees great potential in their joint efforts. “Augmented reality is crucial for future mobility and interaction,” said Axel Heinrich, head of Volkswagen innovation. “We’re focusing on key technologies like holography to present this new reality in an intriguing way. Volkswagen provides automotive requirements for the project, while SeeReal brings in their 3D tech expertise.”

Volkswagen and SeeReal began their research partnership in late 2018. Bo Krøll, CEO of SeeReal Technologies, remarked, “Automotive applications and interactions for drivers and passengers offer significant market potential for SeeReal’s holographic displays. Our collaboration with Volkswagen combines their technology and market leadership with our unique holographic display tech, further bolstered by Volkswagen’s investment in SeeReal.”