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Audi is demonstrating the immersive futuristic technology with “Marvel’s Avengers: Rocket’s Rescue Run,” an in-car VR experience for backseat passengers being brought to life by Disney Games and Interactive Experiences. Wearing VR glasses, the passenger in an Audi e-tron (combined electric power consumption in kWh/100 km (62.1 mi)*: 26.2 –22.5 (WLTP); 24.6 - 23.7 (NEFZ); combined CO2 emissions in g/km (g/mi): 0) is transported into a fantastical depiction of outer space: The Audi e-tron now functions as the ship manned by the Guardians of the Galaxy, as the passenger makes their way through an asteroid field together with Rocket, a character that will appear in Marvel Studios’ Avengers: Endgame in spring 2019. Every movement of the car is reflected in the experience in real time. If the car turns a tight corner, the player curves around an opposing spaceship in virtual reality. If the Audi e-tron accelerates, the ship in the experience does the same.

In order to establish this new category of entertainment on the market as quickly and comprehensively as possible, Audi is taking a new approach: The premium brand has co-founded a start-up named holoride, in which it holds a minority interest through the subsidiary Audi Electronics Venture GmbH, which developed the technology. Furthermore, Audi will license the technology to holoride. The start-up will use an open platform to allow carmakers and content developers to create and offer additional extended reality formats. “Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure,” said Nils Wollny, Head of Digital Business at Audi, and future CEO of holoride. “We can only develop this new entertainment segment by adopting a cooperative, open approach for vehicle, device and content producers.” 

From arcade games, underwater adventures and space exploration to educational trips through historical cities or the human bloodstream, there are almost no limits to what is possible. holoride will provide a software development kit that serves as the interface to the vehicle data and transfers those into virtual realities, allowing developers to create worlds that can be experienced in-car with all of the senses. Since the visual experience and the user’s actual perception are synchronized, conventional movies, series or presentations can also be viewed with a significantly reduced chance of motion sickness. 

holoride intends to launch the new form of entertainment on the market within the next three years using standard VR glasses for backseat passengers. In the long term, the continued expansion of car-to-X infrastructure could also see traffic events becoming a part of the experience: Stopping at traffic lights could introduce unexpected obstacles to a game or interrupt a learning program with a quick quiz. 

Audi and Marvel Studios have been teaming up since the inception of the Marvel Cinematic Universe, beginning with the appearance of the Audi R8 in Iron Man (2008). Drawing upon this longstanding relationship, Audi and Disney Games and Interactive Experiences together created “Marvel’s Avengers: Rocket’s Rescue Run,” to demonstrate how a backseat passenger can enjoy their journey even more using the most innovative VR technology. “Audi, Marvel and Disney Games and Interactive Experiences are celebrating Marvel Studios’ 10th anniversary with an Avengers experience that combines world class content and innovative technology,” said Mike Goslin, Vice President, Disney Games and Interactive Experiences. “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.”

Article source: www.audi-mediacenter.com

Visitors must hunt for clues in various rooms and solve a series of tasks, some of them relating to the technology of the Audi e-tron. All of them center around a mysterious puzzle about an expert who was working on the model. The electric car with its optional virtual exterior mirrors is part of the adventure and an essential key in the final solution to the puzzle. In order to create a highly “electrifying” event for all the senses, the makers have enriched the game with futuristic sound effects and fascinating light simulations.

Time slots for the adventure at the myAudi Sphere can be booked online at http://www.audie-tronroom.de/ as well as other digital Audi channels, for instance www.audi.com/e-tron-room. 

In parallel, the Central Audi e-tron Launch Training for the worldwide sales organization takes place at the Audi Training Center located at Munich Airport. More than 9,500 from all over the world experience the Audi e-tron in static and dynamic modules and get to know the technology and the entire ecosystem of the vehicle in detail. The participants will experience the driving characteristics of the fully electric car in an especially for the vehicle designed indoor off-road course.

Article source: www.audi-mediacenter.com

“When cars no longer have a steering wheel, premium mobility can be newly defined. In future, people traveling from A to B will be able to surf the Internet at leisure, play with their children – or do concentrated work,” says Melanie Goldmann, head of Culture and Trends Communication at Audi. “Together with the experts from the Fraunhofer Institute, we want to find out what is important for making optimal use of time in a self-driving car.”

For the laboratory experiment at the Fraunhofer Institute in Stuttgart, Audi has specially built a driving simulator that reproduces the situation of automated driving: with a variable interior and without a steering wheel. Large-scale projections convey the impression of a city drive by night. Via displays, the researchers can introduce digital distractions, the windows can be dimmed, and the color of the lighting and noise background change.

The focus was on young test persons, so-called millennials, who were born after 1980 and are regarded as receptive to self-driving cars. In the experiment, the 30 test persons carried out various tasks requiring concentration – comparable with a work situation in a self-driving car.

As they did this, their brain activity was measured (EEG), as well as reaction times and error quotas, and subjective impressions were noted. The results of the EEG were unambiguous: in an environment without disturbances, the human brain is more relaxed. The windows were dimmed, the light settings optimized, and digital messages were suppressed. Tasks were then solved better and more quickly. The test persons also stated that they were less distracted.

By contrast, a driving situation that was “close to reality” in the robot car made greater demands on the brain: in this case, the participants saw some advertising, received information from social networks, and did not benefit from pleasant lighting settings or dimmed windows.

“The results show that the task is to find the right balance. In a digital future, there are no limits to what can be imagined. We could offer everything in the car – really overwhelm the user with information,” says Goldmann. “But we want to put people at the center of attention. The car should become a smart membrane. The right information should reach the user at the right time.”

The “25th Hour” project
Today drivers spend an average of about 50 minutes per day at the wheel. In the 25th Hour project, Audi is investigating how this time could be used better in a self-driving automobile. The project is based on the assumption that an intelligent human-machine interface will learn the user’s individual preferences and adapt flexibly. In this way, Audi customers will gain full control of their time – they will be masterful time managers.

In a first step, the project team looked at people in Hamburg, San Francisco, and Tokyo, focusing on two aspects. How is infotainment used in the car today? And what would people like to do with their free time in the car of the future? The results were then discussed with a variety of experts, including psychologists, anthropologists, and urban and mobility planners.

In a second step, the Audi team defined three time modes that are conceivable in a self-driving car: quality time, productive time, and time for regeneration. In so-called quality time, people spend their time, for example, in activities with their children or telephoning family and friends. In productive time, they usually work. In down time they relax by reading, surfing the Internet, or watching a film.

To research these time modes further, Audi recruited the help of scientists from the Fraunhofer Institute. In the current research series, the team is principally concentrating on productive time. 

Article source: www.audi-mediacenter.com

Visitors must hunt for clues in various rooms and solve a series of tasks, some of them relating to the technology of the Audi e-tron. All of them center around a mysterious puzzle about an expert who was working on the model. The electric car with its optional virtual exterior mirrors is part of the adventure and an essential key in the final solution to the puzzle. In order to create a highly “electrifying” event for all the senses, the makers have enriched the game with futuristic sound effects and fascinating light simulations.

Time slots for the adventure at the myAudi Sphere can be booked online at http://www.audie-tronroom.de/ as well as other digital Audi channels, for instance www.audi.com/e-tron-room. 

In parallel, the Central Audi e-tron Launch Training for the worldwide sales organization takes place at the Audi Training Center located at Munich Airport. More than 9,500 from all over the world experience the Audi e-tron in static and dynamic modules and get to know the technology and the entire ecosystem of the vehicle in detail. The participants will experience the driving characteristics of the fully electric car in an especially for the vehicle designed indoor off-road course.

Article source: www.audi-mediacenter.com