The tech adapts the virtual content to the car's movements in real time - so if the e-Tron's driver makes a sharp right, in VR you swerve right around a spaceship.
The German automaker is also debuting the "Marvel's Avengers: Rocket's Rescue Run" prototype, created in association with Disney Games and Interactive Experiences. For the CES 2019 debut, Audi and holoride have teamed up with Disney Games and Interactive Experiences on a VR experience called Marvel's Avengers: Rocket's Rescue Run.
Audi seeks to combine rear-seat infotainment with virtual reality, and to that end, it has co-founded a startup named holoride that aims to let back-seat passengers experience movies and video games in an even more realistic manner with virtual reality glasses. What's unique about the experience is that every movement of the auto is replicated in real time, so if the vehicle speeds up so does the ship, if the auto takes a left-hand bend the ship will fly around an obstacle accordingly. Once your VR glasses are on, the Audi e-tron crossover turns into a ship manned by the Guardians of the Galaxy.
"While this CES demo was developed purely in the spirit of exploration and experimentation, we are constantly evaluating emerging technologies to enhance our stories and experiences", Mike Goslin, VP of Disney Games and Interactive Experiences, said in a statement.
To launch the VR system commercially, Audi Electronics Venture co-founded a startup company, Holoride, which plans to license the virtual-reality entertainment platform - created to use standard VR glasses for backseat passengers - to other carmakers and content developers within the next three years. Audi is spinning off Holoride, in which the automaker will retain a minority stake.
Down the road, other traffic events could become part the VR experience, according to Audi. For example, stopping at traffic lights could introduce unexpected obstacles in a game or interrupt a learning program with a quiz.
"Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure", says Nils Wollny, head of digital business at Audi, and future CEO of holoride.