Hyundai and WayRay to test holographic augmented reality navigation system

LinkedIn +

In a bid to expedite the development of a holographic augmented reality (AR) navigation system for future vehicles, Hyundai Motor Company and Swiss deep-tech startup WayRay have teamed up in a strategic partnership. The two companies are aiming to implement the system in mass-produced vehicles as early as 2020.

“WayRay has remarkable expertise in both hardware and software development for holographic AR display systems. The Hyundai-WayRay collaboration will help us establish a brand-new ecosystem that harnesses AR technology to enhance not only navigation systems, but also establish an AR platform for smart cities and smart mobility,” said Dr Youngcho Chi, chief innovation officer and executive VP of Hyundai Motor Group.

WayRay’s holographic AR solutions create a true AR experience in which virtual objects are seamlessly integrated into a vehicle’s interior environment. Compared to conventional head-up displays, WayRay’s technology has a smaller projection system that provides a clearer image, which can be installed in almost any vehicle.

Its exceedingly wide field of view allows more virtual objects to be displayed at a comfortable distance from the 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 limitless possibilities for how this technology can be utilized in vehicles. Traffic information could be displayed on the road through the windshield, so drivers can maintain their focus on the road ahead. It could also provide better driving directions based on the car’s speed, and real-time information about crosswalks, pedestrians, roads and warning signs.

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

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

Share this story:

About Author


Rachel's career in journalism has seen her write for various titles at UKi Media & Events within automotive, tire and marine. Currently editor of ATTI, her favourite aspect of the job is interviewing industry experts, including researchers, scientists, engineers and technicians, and learning more about the groundbreaking technologies and innovations that are shaping the future of transportation.

Comments are closed.