The WayRay Holograktor Concept Car: Is Augmented Reality the Future of Car Innovations?

Alexandra Maloney
· 4 min read
Over the last few years the Swiss “deep tech” company WayRay has been quietly developing an incredible advancement in
car technology
. While you might not have heard about the company before, their latest car—the Holograktor—stands to completely rattle the roads.
The Holograktor is designed for rideshare purposes and has a 3D augmented reality as part of the car’s technology. If this sounds confusing, don’t worry. We’re here to give you the lowdown on what all these fancy technology terms really mean, plus tell you what this might indicate for the automotive industry moving forward. 
Buckle up—we’re going on a ride toward cars of the future. 
The WayRay Holograktor concept car

What is the WayRay concept car?

Let’s start with a little background on WayRay and the Holograktor. WayRay is a Swiss technology firm with the goal of bringing advanced innovations to cars and other realms of the world, according to
Hot Cars
The company’s latest project is the Holograktor electric car. According to
Car and Driver
, the new concept will “demonstrate what Swiss company WayRay says is a new holographic windscreen display technology that will allow apparently three-dimensional images to be added to the real world.”
WayRay stated the car’s design was inspired by Russian constructivism, a time period characterized by abstract art. The inspiration shines through with the car’s bold lines, unusual shapes, and bright colors. The Holograktor was unveiled in Germany in November 2021. 
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Details on the WayRay concept car

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WayRay states that the goal of the concept car is to advance the ridesharing industry with their new electric car. According to
Auto Express
, the window glass of the car shows the AR overlay, with a hardware system housing holographics in the roof for rear passengers, and in the dashboard for front seat passengers. 
The AR technology projects things like navigation instructions, safety notices, and other data to the driver. But, if the car is being driven remotely or used as a ride-share vehicle without a driver, it can be used for recreational purposes for passengers, like gaming. For anyone who wants to operate the vehicle remotely, a special test and driver’s license will be administered. 
The car can reach 0 to 62 in just 3.9 seconds, and can reach speeds over 370 miles per hour.

Are augmented cars the way of the future?

Many drivers and car brands are excited about the possibility of augmented cars becoming mainstream in the future. Augmented reality (AR) has the potential to make driving a safer, easier and more convenient experience for everyone on the road.
points out, AR technology can bring your car’s owner’s manual to life. Instead of flipping through pages of a book to find out details about your car, Hyundai started employing AR technology. Now, in select
Hyundai cars
, you can simply point your phone toward anything on your car and get a full report of what it is and how to use it. 
In addition to bringing parts of your car to life, AR can help project and amplify almost any automotive-related service to make it a better experience. For example, with augmented reality, Mercedes-Benz shows drivers accurate depictions of curves and bumps in the road on their infotainment system, and Cadillac gets rid of the infotainment system entirely. Instead of looking down at your infotainment system and taking your eyes off the road, Cadillac's AR technology projects it onto the windshield.
While it isn’t foolproof yet, AR technology is something many car brands are getting serious about. If we had to guess, there’s a good chance that in the next few years you might have an AR-equipped vehicle parked on your driveway. 

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