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Augmented Reality offers new possibilities that combine the real and virtual world.
It is recent news that Porsche has just made a $110 million investment in Swiss company 'WayRay'.
Founded in 2012 in Zurich and counting 250 employees worldwide, WayRay is developing Augmented Reality solutions for different real world applications, focusing mostly on the automotive sector. Other investors are Hyundai, SAIC Motor and Alibaba.
Holographic projections are at the heart of their innovative technology, which turns the windscreen into a true HUD, filled with all the information you need. From race line, lap number, position, lap time and track map when you are on the racetrack, to satellite navigator, speed limits, alerts, service stations and places of interest when you are driving on the streets or on a road trip.
According to WayRay, its solution is better than traditional heads-up displays in use by different carmakers such as Audi, Bmw or Mazda because of “a significantly smaller projection system which can be installed in any vehicle, regardless of the interior design”.
The CEO of the Swiss company, Vitaly Ponomarev, said, «As a deep-tech company, we are committed to creating fundamental innovations that bring us far beyond holographic AR displays and new interfaces. A growing number of projects with carmakers and strong investors are fuelling the company's growth and boosting our confidence in implementing complex innovations. We are proud to be recognized as a reliable partner able to meet the high standards set by investors like Porsche and Hyundai.»
«WayRay’s innovative ideas and products have proven to have enormous potential» stated Lutz Meschke, Deputy Chairman of the Executive Board and Member of the Executive Board for Finance & Information Technology at Porsche Cars North America. «We are convinced that by joining forces with WayRay we will in future be able to offer our customers solutions to the usual standard expected of Porsche. That is why we have opted to make a strategic investment».
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