holoride

holoride provides vehicle passengers an XR experience that incorporates real-time data points from the vehicle to enhance immersiveness and reduce motion sickness. The company was restructured in September 2024, following its insolvency filing in May 2024 amid the company being unable to secure further funding. As part of its reorganization, the company will continue its existing partnerships and release an enhanced software suite in early 2025.  It also planned to license its technology to industrial customers.

Audi Electronics Venture, which currently holds a minority interest in holoride, initially developed holoride’s technology and licensed it to holoride when the company was spun out as an independent company to extend its services to other automakers in January 2019.

holoride’s tech stack includes, 1) the holoride app that runs on passengers’ personal devices (e.g., headset) for user authentication, content browsing, and enforcing content restrictions, 2) a software development kit (SDK) to design, test, and deliver XR experiences with existing game engines, 3) vehicle localization technology to sync the car’s motion, location, and route in real time with the holoride experience, and 4) the blockchain-enabled holoride platform that connects car manufacturers with content creators and passengers, and provides web services, tutorials, and documentation.

In January 2023, holoride launched an entertainment device pack titled the “holoride retrofit pack” for USD 699. The pack included an HTC Vive Flow headset, the retrofit hardware, a one-year subscription to the Holoride platform, and a safety strap. The standalone purchase price of the Holoride retrofit was USD 199. The company notes that it uses the HTC Vive Flow given its slim form factor, making it an ideal mobile headset for transporting and using in different places. Other product launches include the addition of its immersive gaming experience in Germany with selected Audi models (November 2022).

The company also generates revenue on a subscription-basis (USD 13 per month), which provides access to its library of content.

Key customers and partnerships

As of February 2022, the company had collaborated on projects with leading car manufacturers such as Audi, Porsche, Mercedes-Benz, and Ford and content creators, including Discovery Channel, Disney, and Universal Studios.

Funding and financials

In April 2021, holoride raised EUR 10 million (~USD 12 million) in a Series A funding round led by Terranet, a Swedish developer of advanced driver-assistance systems (ADAS). Funds were earmarked to expand headcount and support its expansions plans in Europe, the US, and Asia, and its Summer 2022 launch plan for private passenger cars. Terranet was expected to collaborate with holoride by incorporating aspects of its sensor tech software to enhance precision, speed, and intelligence within the holoride platform.

Key competitors: None comparable (holoride focuses on XR-based content for in-cabin experiences in the automotive sector).