Porsche has invested in video game technology to help drivers in real life.
A Swiss start-up company is developing holographic augmented reality head-up display technologies for use while driving.
WayRay, based in Zurich, Switzerland currently has a team of over 250 employees with backgrounds in aerospace, hardware and software development.
Unlike traditional head-up displays, that only project basic vehicle information onto the windscreen, WayRay is developing virtual reality technology and is working to “seamlessly integrate virtual objects into the driving experience”.
When it becomes available, it will be for use on roads and racetracks, displaying information to drivers and passengers such as speed, shift lights, navigation and even braking markers and suggested lines to take on a track.
Alongside current investors like Hyundai, JVCKenwood and Alibaba Group, Porsche has joined, buying a stake in the Swiss company for US$80 million.
Vitaly Ponomarev, chief executive of WayRay says the company is committed to creating fundamental innovations.
“A growing number of projects with car makers and strong investors like Porsche are fueling the company’s growth and boosting our confidence in implementing complex innovations,” says Ponomarev.
The brand says its product is different to conventional head-up displays on the market because WayRay offers a significantly smaller projection system which can be installed in any vehicle, regardless of the interior design.